What Does Content Marketing Mean?
December 9, 2020 •DJ Team
Content Marketing gets confused with a lot of other communication avenues for businesses. So you’re essentially advertising, right? Wrong. So you’re a writer for any internal and external content for your brand? It’s more involved than that. Kind of like PR? Get out of town.
Content marketing does operate in a nebulous zone when trying to explain it to some outside the field, but the core content marketing definition is to establish a legitimate connection between you and your audience’s interest through meaningful, engaging content. Long story short? Content marketing is all about providing valuable content that your best customers will find as they are looking for a solution to their problems. With well-conceived blogs, emails, social media posts, and more, you can provide your audiences with everything they need to overcome their challenges—with your help, of course.
What is an example of content?
A unique way for you to better define content marketing is to take stock of your own habits regarding the content you find engaging. Good content often means that we don’t even think of it as content—instead we think of these as places where we find and engage with what’s meaningful to ourselves.
So what could that be? A YouTube video you watch to learn how to re-caulk your bathtub. A how-to article on baking bread. Anything you find online that provides the answers you’re looking for—or the entertainment you happen to need right now.
Think about what you spend the most time reading online, what video channels you follow, which Twitter accounts you recommend to your friends, or what you share to social media. Create a physical list. Next, provide reasons why you think you value that blog, or video, etc. Humorous? Is it instructional for your job or outside interests? Is there a vlogger whose voice you find especially interesting? Lastly, are there any commonalities between them?
Likely, you’ve never thought of these venues as content marketing—instead they are places of value to you. But you would be surprised how much of that content is produced by brands who also want to sell you something. If you think you’re too close to the source material in this exercise, try it with some of your friends to help create your own content marketing definition.
What does a content marketer do?
So if content marketing shouldn’t feel like content marketing, how the heck do you create it? A content marketer’s job is to develop a brand without breaking the audience’s trust with contrived, heavy-handed content—but to instead to identify what’s valuable to the audience, establish a unique, consistent voice, and maintain and evolve content around your message and your audience’s interest.
Identify what’s valuable. Study your audience to determine what they value. For many, Advertising can feel invasive or manipulative. But content marketing should look to viewership behavior to learn what appeals to them.
Establish voice. Two public speakers, speaking on the exact same subject matter, will have astonishingly different responses from an audience based on how their delivery. Meaningful content doesn’t just mean practical or informative—it also has to connect on a personal level through voice.
Be consistent. Authenticity creates trust with your audience—and they will count on your content to have useful links, provide new and relevant information based on changes in politics and trends; to be transparent with changes in your company, or new resources available. Be consistent once you’ve created a relationship with your audience, because millions of other brands are pining for that viewership.
Benefits of content marketing
Putting in the hard work of researching your audience, developing your voice, and integrating content into a successful platform benefits you as much as it does your audience. Provide engaging content, and you’ll quickly learn about how well your message resonates, where it’s weak, and where you might find a greater readership.
Direct feedback in the form of social media shares, comments, or number of views—all of this is invaluable information. This is the echo to the “hello!” you’ve sent out into the void answering you back (or not answering back…). How much your audience responds is the definition of successful content marketing, and the wise content marketer uses these measurables to inform future projects.
Use data from your content to glean further information about your audience and how well they responded than just by number of views. Metric tools allow you to see how much average time a viewer spends on a page, for example. But also: see geographic locations of viewers, measure page depth, was your content backlinked from other reputable sources? Mine your data to learn more about your audience and the effectiveness of your content.
DemandJump offers a unique set of tools to engage this data—and more. Organizing, developing, and tracking the many forms of feedback in your content marketing plan is a lot of work. And you won’t always have all the resources available to dedicate to each of these. DemandJump allows you to group all of your content into one place, and then learn what content is truly connecting with your audience. Sign up for a free trial today to see for yourself.
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