Content Marketing

Here’s how one thought leader in the category – Joe Pulizzi, Executive Director of the Content Marketing Institute defines Content Marketing:

Content Marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.

We like this definition a lot.

 
Content marketing is a new twist on an old idea. We’ve long used white papers and other offers like this as lead bait, to get people to raise their hands that they are interested in learning more from us. Unfortunately, the average white paper is so long winded, boring, and self serving that it is good for one thing: swatting flies. This kind of stuff isn’t what content marketing is all about. (No one ever bought because they were bored to death.)

Content Marketing is about creating content that sizzles and getting prospects to find your content online and engage with your company as a result. But remember … one buyer’s sizzling steak may be another buyer’s fly swatter.