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Content Marketing Definition – Specifically, content marketing is the generation and distribution of content geared toward your target demographic that meets needs they have for information (as with a how-to article) and/or entertainment (as with a humorous video).
You still can have plenty of information that describes what you have to offer on your site. What you present widely, though, aims at providing something beneficial with a slow and continually increasing return: the content on your site will always exist, get you search and social traffic, and (unless it’s related to current events or your industry changes) will have a lengthy shelf life, possibly even longer than a Twinkie’s.
A recent Forbes article reminds us that content marketing is not just about generating lots of material and pushing it out to the web; rather, it’s about strategizing and investing so that your content is great and useful. Forbes also listed basic strengths of content marketing and how it can help grow businesses, without any harmful dyes or fillers, as detailed below:
SocialMouths (a site whose tagline,“Kick-[rhymes with “gas”] social media advice for the real entrepreneur,” shows an immediate effort to present its own personality) offers several content marketing examples from the past year:
1. Old Spice – The creation of the quite funny and ridiculous Old Spice Man was an effort by the company to connect with younger individuals. Not only did the original 30-second video get a lot of attention, but Old Spice was able to extend its positive impact by releasing additional videos responding to user input.
2. Colgate – The toothpaste company Colgate went a completely different route by creating resources related to health of the teeth. The Resource Center gives users access to almost 500 articles on topics related to dental subjects and proper oral health maintenance. In other words, instead of giving the audience a laugh, it shows off Colgate’s expertise.
3. Red Bull – Red Bull has experienced great degrees of success with its marketing strategies. The company is moving away from TV ads and sponsoring extreme sports competitions to a focus on content. Red Bulletin is its new magazine. The magazine is of course not directly about the beverage (although I would love to read hundreds of pages about the high-octane energy drink). It’s about subjects that many people in Red Bull’s customer base and target demographic enjoy: BMX racing and skydiving, for instance.
From branding to general exposure to engagement, there are many reasons why content marketing has become so popular. Content marketing works for businesses in many different ways, so be sure to strategize carefully. It’s not brain surgery (not many things are – not even knee surgery), and you can always get content writers from a marketing company.
How are you using content marketing to grow your business? Please feel free to let us know in the comments so people can know about your helpful and/or humorous content.
By Kent RobertsYou can leave a response, or trackback from your own site.