There’s a little confusion of what content marketing actually is. We know it has something to do with all this Facebook and blogging stuff that people are doing and we know we need to be a part of. But other than that, the story stops.
To really represent your brand online effectively, you need to know where you’re doing what you’re doing. I’ve said that a million times. But that includes knowing the true meaning of content marketing if you’re going to do it and following through completely.
You may come here and watch videos because you just want to know what to do and how to execute the right way, and I commend you for that. But knowing the true meaning of this whole thing, content marketing, whether it’s Facebook, Twitter, blogging, videos, etc. is really what’s going to set you up to be successful. If you don’t know what you’re doing it, it will not work.
The phrase “content marketing” doesn’t stop at the word content. Yes, blog posts and tweets are a part of what this strategy is but it’s only the very, very beginning. You have to get past the word “content” and understand what we’re looking at as a whole.
Content marketing is the plan for creating value for your potential client. Content is indeed a part of that equation because it’s a medium for how to deliver that message. So what does that content look like and how is it valuable to to your customer? But that’s still not everything. Otherwise, we would end up creating a lot of content that we find valuable and never know how it actually affects our audience. You have to take the definition a step further to get to a return for your efforts.
What’s valuable for your customer is important, no doubt. But true content marketing is providing them with what’s truly valuable to them, so much so that it drives an emotion that makes them want to act in some capacity. That action could be a lot of things and hopefully it’s what you planned for. But most importantly it’s becoming an advocate for your brand, sharing with their communities and growing the sales of what you have to offer because of the value you’ve provided with no strings attached.
My site, for instance. I create videos for you. I have a regular schedule of valuable content that I share with you. You trust me. You get excited about the content with me. And we’re growing a relationship that way. How do I get paid back? Sometimes I sell a product here and there, but in all actuality I’m making you better. Because if you’re going to hire me some day when you need me in a greater capacity I need to help you get on your way to growing your business. Know what I’m sayin’?