The concept of content marketing has been around for hundreds of years (
see this example from 1672), and the discipline has gained incredible popularity since 2007, according to Google Trends.
But, when we recently launched a new e-book that answers common content marketing questions, we learned that many of our readers are just getting started. As such, we want to make sure we continually cover the basics. Whether you are new to the practice, need a new way to look at what you’ve been doing, or need help explaining this to your relatives, this post is for you.
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Content marketing as your family would understand
When people ask what you do, does your response receive a quizzical look? “So, what is it exactly that you do,” they ask after you explain your job.
My husband was in this camp until he told me about a newsletter that covers trends affecting financial markets. He looks forward to receiving it each day. He explained that the newsletters didn’t have anything to do with the funds the broker was selling, but the information was solid and valuable – and it was useful research for the investments he makes.
“That’s content marketing,” I explained. It was an aha moment for my husband’s understanding of content marketing – content marketing is educational but is not about the products the company sells. The vendor offers such good information that you become loyal to the brand.#Contentmarketing is educational, not promotional, says @MicheleLinn. Click To Tweet
I can share another example that is close to my daughter’s heart. American Girl uses content to transform something that is a commodity – a doll.
American Girl has so much content – and so many content experiences – for its audience, that it’s truly staggering. For instance, it offers:
In-person events and experiences (lunch with your doll at the store café, special events such as painting or fireworks, or even hotel packages that accommodate your child and doll)
While all the ways American Girl connects to its audience are too numerous to cover in this one post, I’m particularly amazed by its print publications. For instance, The Care and Keeping of You is a book all about growing up for girls. It ranks second in its category (and 76th most popular among all books on Amazon.) It’s from a brand selling dolls – but the subject has nothing to do with the dolls.
American Girl Magazine is a top seller in several categories.
In short, American Girl’s content marketing focuses on how a child can interact with the doll or things that are important to this demographic.
For parents, think about BabyCenter. When I was pregnant and then raising my older daughter, I considered BabyCenter to be required reading. It’s a perfect example of content marketing. According to its website, it is the No. 1 pregnancy and parenting digital destination, and eight in 10 new and expectant moms online use BabyCenter each month. The site is owned by Johnson & Johnson, which sells products for babies.
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Content marketing explained to marketers
Hopefully, those examples make it clear that content marketing isn’t about the brand, your products, or your services. It’s about your audience. What do they care about?
And, more importantly, how can you be the one to provide something no one else is, which in turn elevates your brand from a commodity to something people embrace?
Content marketing is different than traditional product marketing efforts like sales collateral and other product-specific info. Content marketing includes things like educational articles, e-books, videos, entertainment, and webinars that answer specific questions people have and provide them with something they can’t get somewhere else. It’s the best way to turn your product, no matter how common, into something that is not like everyone else’s.
By becoming a credible, authoritative resource on topics that matter to potential customers, your business is more likely to get discovered by the right audience and earn their loyalty and trust – which, in turn, enables your brand to strengthen its customer relationships, grow an active and engaged subscriber base, and even increase its profits.Be a valuable content resource to prospects & your business is more likely to get discovered. @MicheleLinn Click To Tweet
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How marketers find success with content marketing
While you may be shaking your head at this point and thinking, “Yeah, this is something I want to do,” content marketing isn’t for everyone – and you certainly shouldn’t adopt it because it’s the “in” thing to do.
Content marketing takes a lot of work, persistence, and patience – it’s not for everyone.#Contentmarketing takes a lot of work, persistence, and patience – it’s not for everyone, says @MicheleLinn. Click To Tweet
But, it can be an ideal approach if you truly want to provide a better experience for your customers while making a positive impact on the business in terms of its perception and its bottom line.
Here are the main reasons why marketers choose to put in the effort for content marketing.
To be found by the right people (potential customers)
People are asking questions and looking for information via search engines like Google, and you want your business to be at the top of the search results. Answering people’s questions via blog posts, e-books, videos, and other content assets is a key way to make this happen. Of course, showing up is only the first step, but it’s essential if you want to reap the benefits of content marketing.
EXAMPLE: River Pools and Spas changed its mission from being a pool installer to being “the best teachers in the world about fiberglass pools” — and then started to answer specific customer questions in blog posts. As Marcus Sheridan explained, that decision was “one of the most prosperous days of our lives,” as that was when customers started coming to them. View the case study:
To build an interested and engaged audience
Your content is only as valuable as its ability to attract audience members and compel them to engage with your business on an ongoing basis — as subscribers, customers, evangelists, or, ideally, all three. Once you have an addressable audience, your content efforts will help increase sales, gather valuable customer insights, and activate your most ardent followers as brand advocates.Your #content is only as valuable as its ability to attract & engage audience members, says @MicheleLinn. Click To Tweet
EXAMPLE: Sony’s Alpha Universe is a content platform dedicated to photography professionals. While its purpose is to drive product sales for Sony’s Alpha line of cameras, the content focuses not on Sony products but on providing information the audience will find educational and helpful. After starting as a blog, the brand diversified its content into a podcast and a training program.
To acquire new customers
Of course, generating revenue is a key goal for many marketers, and content marketing can be a powerful driver. When you build an audience that trusts you and wants to hear from you, they are more likely to purchase your products. For instance, we found CMI subscribers are more likely to take advantage of our paid opportunities such as attending Content Marketing World.
EXAMPLE: TD Ameritrade produces its print and digital magazine thinkMoney for active customers – those who can make trades as often as hundreds of times in a day. In its early days, TDA put the program under review to determine whether it was worth continuing to spend money on the magazine. The leaders persevered and, after approximately two years, received confirmation of its value: Subscribers and readers of the magazine traded five times more than non-subscribers. Simply put, those who subscribed to this magazine became better customers for TD Ameritrade.
To build increased revenue with existing customers
Another reason organizations use content marketing is to create more loyal customers, which has the potential to increase sales through cross-selling or up-selling. In some cases, the brand can monetize content itself.In some cases, brands can monetize #content as @SainsburysMag has done, says @MicheleLinn. Click To Tweet
EXAMPLE: Sainsbury magazine, is the top cooking magazine in the United Kingdom, with 3 million paid subscribers —a content marketing effort that pays for itself. But, what’s even more remarkable is that, according to a 2015 survey conducted by the company, eight of 10 readers have bought a product from Sainsbury’s after reading about it in the magazine.
To reallocate or reduce marketing costs
Organizations also use content marketing because they can see similar — or better — results when compared to a “traditional” marketing program.
EXAMPLE: Jyske Bank is a large Danish bank that now also functions as a media company. The company started using content marketing to get better results than its high-cost sponsorship marketing. It created Jyskebank.tv, which produces amazing financial programming, as well as compelling stories the bank believes are relevant to its core audience of younger consumers and small enterprises.
Today, Jyske works with businesses interested in leveraging its media expertise: Instead of laying out cash to support outside opportunities, Jyske receives media partnership proposals from other organizations — an attractive option made possible by the credibility and reach the bank’s content program has helped it to build.
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Do you have more questions about content marketing or do you need help explaining some concepts to your co-workers or clients? Download our e-book, 10 Most Common Content Marketing Questions.
Cover image by Joseph Kalinowski/Content Marketing Institute
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