How about some transparency. What am I doing here? Content marketing!
I found the term content marketing eight months ago, and realized that it is what I am all about and have been for the past eight years through my studies, community organizing, and work. Learning about it within a new framework of “content marketing” has brought several added layers of efficacy to my efforts.
As far as viral marketing goes, having high quality content on your website and social media outlets are amazingly effective tactics. High quality content keeps users engaged with your social media and on your website leading to a range of benefits from boosted search engine results to brand loyalty.
High quality content marketing keeps your clientele and customer base empowered and zealous about your brand. Your content is what distinguishes you from your competition.
My favorite part about content marketing is that you are able to provide real value to your audiences, and in exchange for this value, you make money.
Content marketing is basically journalism, but with the goal of trying to sell you something. A professional journalist friend once told me all journalist outlets are just advertising agencies, and it all clicked, he was right! As an intern doing sales for a multimedia marketing agency, our biggest competition was newspapers. The newspapers had in-house graphic designers and sales people who could run a real hustle selling people ads.
If you watch the documentary at the bottom of this post, you will see that (at 37:28) a bank hired journalists to report on the bank for a content marketing campaign. The CEO of the bank frequently doesn’t like what the journalists report, but lets it go anyways because their operational practices are clean enough that they have nothing to really hide, and people find out everything through other means anyways. The bank finds that the benefits of hiring the journalist to report on them have greatly outweighed the negatives.
People enjoy transparency and appreciate deep engagement. This allows them to forgive mistakes and become evangelical about your brand. It also opens a line of communication between you and potential customers allowing for more sales and valuable feedback.
So with this, I am acting as a journalist in a sense, reporting on what I learn and how I learn it.
In another sense, I am trying to provide a resource so that people will frequent my website. I am hoping to get people to enlist my consulting services, refer others to those services, comment on my posts, share my content on social media, or at the least, come on my website all the time to improve my metrics which I can use for Search Engine Optimization as well as to be more attractive to potential investors and partners.
Thanks for reading, please comment with your thoughts at the bottom, and look forward to the next post in about a week!
Documentary- The Story of Content: Rise of the New Marketing
Description: Technology has changed the game. Consumers can ignore advertising and marketing at will. To break through the clutter, brands need to tell remarkable stories worth listening to and become the media in the process.