Category Information:

A foundational concept of marketing is Content. Every message to be promoted to the market requires content in one form or another. While it may be delivered verbally, via paper, digitally or even through another sense, content is communicated to your market to engage them in a discussion, enhance the customer experience or influence sales.

Our world today requires businesses to make decisions about their preferred market, product positioning, channels, medium, frequency, time and languages all powered by content and influence. This level of intricacy requires efficient management of content to address the multiple permutations for any given campaign.

Content Marketing is a category containing a diverse set of solutions. While the marketing technologies providing this functionality may be easily classified into feature sets, the actual solutions themselves are rather unique and offer a wide array of capabilities valuable to the marketer. The reason for this is that the nature of content that facilitates engagement amongst a company, its market and trending business needs is often the result of cultivated discussion and is far from ordinary. The standard terms for these solutions include: Content Management Systems, Digital Asset Management systems, Content Marketplaces and many others.

Today’s content types are as extensive as ever. These types range from static solutions such as text, graphics, audio and video to more dynamic implementations such as surveys, interactive infographics and many others. However, the underlying goal is the same – to engage your target audience while nurturing them from brand awareness to customer.

Depending on the complexities of an audience, a company may define many facets of their content marketing programs to be tailored to certain segments. This may be called creating personas and journey maps which are designed to enable a company to align customers with likely needs and relevant content to ultimately introduce the company’s appropriate products and services. Furthermore, content is more than just a website consideration. It covers all content created and reaches into an audience to interact with them in the channels where they spend their day to day lives.

These solutions assist marketers in capturing the interest of a particular customer with content related to their specific business needs. To make this happen, there are many potential uses of content depending on the audience and their interests. The features that enable the details of content marketing are:

  • Content Discovery
  • Content Curation
  • Content Generation
  • Content Editing
  • Content Storage
  • Campaign Management
  • Content Optimization
  • Content Publishing
  • Marketing Calendar
  • List Management
  • Multi-channel Management
  • Content Distribution
  • Analytics
  • Collaboration
  • Workflow
  • Reporting
  • Technology Integration

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The Effect on Marketing Budgets:
Content Marketing is currently thought to be less expensive than many advertising executions, but this may vary based on the goals of the topic, the marketer and the needs of their audience. As a result, general consensus shows a rise in the use of content marketing and is now a relatively dominant form of marketing. This is in part due to the fact that it usually offers an exchange of value between the company and content consumer. This, however, depends on the quality of the content, the relevancy of the topic being covered and the source of the material. Lastly, keep in mind that content marketing is about developing content for use within all marketing channels and often is repurposed to achieve efficiencies.

Definitions:

  • Content Marketing (Wikipedia)
  • Content Marketing – Creating, Publishing or Distributing information relevant to a defined audience for the purposes of informing and influencing.
  • Content Types – Various content assets, including text, images, audio, video, interactive content and combinations thereof.
  • Content Sources – The origin and authors of content, encompassing Publishers, Corporations, Bloggers and Content Networks.
  • Content Destinations – Sites or venues that receive and publish or generally make content accessible with an intent to make it part of their audience’s experience.

Videos:

Content Marketing 101

Content Strategy

Uberflip Hubs

Presentations:

2015 B2B Content Marketing Benchmarks

Content Strategy

Content Marketing ROI

Associations:

American Marketing Association
Content Marketing Association
Branded Content Marketing Association
The Content Council

Return On Investment
Many forms of Content Marketing are trackable. However, a key to improving its traceability is identifying whether the content marketing program is measured across your marketing categories or as a unique category in and of itself. As an example, marketing categories such as web, email or advertising all require content development. As a result, the expenses associated with content developed specifically for Content Marketing campaigns may need to be tracked according to your view of how expenses are allocated. Multiple approaches are possible and should be selected based on your business needs. Examples of potential return for your program due to marketing technologies are:

  • Creating operational efficiencies for content generation or curation
  • Improved content performance
  • Additional content optimization capabilities
  • Enhanced performance measurement with content analytics
  • More efficient use of personalization
  • Increased reach of audience segments
  • Decrease costs
  • Better access to content sources

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