Content Marketing 101 – Finally the Truth!
Content Marketing Myth Debunked
Unless you’ve been hiding in a cave somewhere – in which case, welcome back to society – you more than likely know that Content Marketing is the hottest buzzword in the world of marketing right now.
Now ask yourself: how many different explanations have you heard of what Content Marketing is? (I imagine there’s quite a few). The reality is, that like so many of the latest advances to which we are exposed, details are often vague and there is much room for misinterpretation and misconceptions.
Joe Pulizzi of the Content Marketing Institute has perhaps provided us with one of the most accurate descriptions of Content Marketing to date with his definition –
“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.”
But still, what exactly does this mean?
To better understand this, let’s take a closer look at Content Marketing as an objective.
Content Marketing is all about Creating Content, right?
Perhaps one of the greatest misconceptions sold by marketers is that Content Marketing is about creating content, with the purpose to
- attract people, who will then
- click on your link and
- buy your product/service.
This is in fact nothing more than a magic formula, where these marketers do not fully understand the principle themselves – thus missing the truth of what makes Content Marketing an intensely powerful asset within your organisation.
To clarify: this is what the Magic Formula (a.k.a. the Caveman approach) to Content Marketing looks like…
And a really scary thought, is that most companies invest in Content Marketing based on the assumption that it ‘works’ along the lines of this ‘caveman’ approach.
Content Marketing is ALL about Creating Relationships!
When in reality, Content Marketing is not about creating content or converting a prospect into a sale on their first or second visit. Yes, you may get lucky and make a few sales early on (which is great!) But in truth – every visit should be viewed beyond the sale. Let me repeat that for clarity:
“Every visit and contact point with your potential buyer should be viewed beyond the sale.”
Why? Because every visit is an opportunity to gain a fan and start a relationship.
Content is merely a means to an end, which if applied correctly, serves the purpose of achieving a core objective. That’s right, the authentic intention of Content Marketing is aimed at earning familiarity, building trust, and MOST importantly – it’s about building relationships.
Here’s a look at, what can be considered, a more accurate path to Content Marketing Success.
Also – important to note – Content Marketing does not guarantee overnight success. It may take 6 – 9 months before your first results are visible. And don’t forget that it takes a fair amount of effort to research, create and set up your content assets in line with your content plan when getting started.
Hold the phone! Why would anyone want to go through all this?
Well…, there may be some magic after all. Once you have formulated a strong Content Marketing foundation which you manage consistently, the true power of Content Marketing comes into effect – making sustainable, exponential growth your reality!
We achieve this exponential growth through structured storytelling or intelligent content which we’ll discuss in more detail in a future post, where the aim is to get your most profitable buyers to Know, Like & Trust you. Once you are able to effectively create this invaluable relationship, you will be able to grow your customers ten-fold.
The truth then? Simply put: Content Marketing doesn’t sell. What it does do – incredibly well – is help people buy.
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