I’ll admit that the concept of Content Marketing makes sense to me. It ties together all the different kinds of content you need to publish for business online and off.
So I was thrilled to find Joe Pulizzi and his blog, Junta42. He’s a Content Marketing guru. In fact, he’s written a book called Get Content, Get Customers (being published with co-author Newt Barrett in 2008). I just downloaded a digital excerpt and can’t wait to read it.
Here’s his definition from his blog post 5 Pillars of Content Marketing:
Content Marketing is:
- Editorial-based (or long-form) content. It must tell a relevant, valuable story. Must be informative, educational or entertaining.
- Marketing-backed. The content has underlying marketing and sales objectives that a corporation, association or institution is trying to accomplish.
- Behavior-driven. Seeks out to maintain or alter the recipient’s behavior.
- Multi-platform (print, digital, audio, video, events). It can be, does not have to be, integrated.
- Targeted toward a specific audience. If you can’t name the audience, it’s not content marketing.
When you think about it, everything you write for your business should include these elements: interesting content, with an underlying marketing objective, appealing to universal human behaviors, delivered in an attractive easy-to-read-hear-see message, and specifically targeted to an identified group of people.
Joe makes a big point that the reason content is so important is that traditional marketing isn’t working. You can no longer blast a message in people’s faces. Maybe you never really could.
Anyway, there are more reasons to learn to write better, or to hire someone who does it for you and your business.