Content Marketing
Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.
Content marketing’s purpose is to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior. It is an ongoing process that is best integrated into your overall marketing strategy, and it focuses on owning media, not renting it.
Basically, content marketing is the art of communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.
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Content Marketing and Social Media
Social media is one of the primary vehicles for a content marketing campaign—especially the more entry-level, entertaining pieces. There are three tiers of social media promotion for your content:
- Owned: Sharing your content on the brand’s own social media channels is a quick, customizable, and free opportunity to connect with your target audience.
- Paid: Most social networks allow for some kind of paid advertising. Matching a network’s demographics with your brand’s personas will help you determine where to invest.
- Earned: The most valuable, but hardest to create, social media promotion happens when your audience shares your content with their networks.+
Each social network tends to gather a different type of user. Match your personas to network demographics to find out where you target audience is social online, and start sharing your content.