Get Your Content Marketing Right

Get Your Content Marketing Right

Content is the king, so goes a cliche in digital marketing. The import of this statement is that in order to position your brand properly, you need to embrace content marketing.

Content Marketing is a form of marketing which is focused on creating, publishing, and distributing content for a targeted audience online. Content Marketing Institute defines Content Marketing as ” a marketing technique of creating and distributing valuable and relevant content to attract and acquire a clearly defined audience with the objective of driving profitable action.”

Note the use of the word “valuable” in the definition given above. It means that you must take the pains to create valuable contents for the purpose of content marketing to be accomplished. If a company has a problem in this regard, it can be outsourced to content marketers, who are digital marketers (content marketing forms an integral part of digital marketing). Digital marketing agencies usually offer content marketing services.

Content Marketing is usually employed by businesses in order to:

  1. Expand their customer base;
  2. Generate or increase online sales;
  3. Attract attention and generate leads;
  4. Increase brand awareness or credibility.

James O’Brien of Contently has this to say on Content Marketing: “The idea central to content marketing is that a brand must give something valuable to get something valuable in return. Instead of the commercial, be the show. Instead of the banner ad, be the feature story.”

In order for a successful content marketing campaign to be launched, there must be a continuous delivery of large amount of valuable contents. Also, the needs of the prospect or customers must be put into a great consideration. These information can be presented in a variety of formats such as infographics, e-books, white papers, case studies, podcasts, photos, blogs, etc. A good number of these formats belong to the digital marketing channel.

Dr Olusola Oso


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