Content marketing has become a new buzzword. It’s spawned its own cottage industry; there are content marketing courses, experts, books, etc. According to Wikipedia, “Content marketing subscribes to the notion that delivering high-quality, relevant and valuable information to prospects and customers drives profitable consumer action. Content marketing has benefits in terms of retaining reader attention and improving brand loyalty.”
That’s great and although I’m a big believer in content marketing, an important point to realize though is that content marketing existed well before this term was coined and well before the internet became such a dominate force. At my firm our focus has always been on content, on valuable information that the public and the media can utilize. Goodpublic relations firms have been utilizing content marketing for decades. The concept is not a new one. It’s only the spin that’s different. Similarly, media relations experts have been building and developing brands long before the term “branding” became such a catch all term.
The emphasis on the approach, style and content are really not new, what is new is the mode of distribution. Social media, blogging, online marketing.. those outlets are relatively new. Still, they are the channels of distributing and disseminating information, they are not the information itself.
The new mantra is that “on the net content is king”, but in reality content always was. Whether writing a press release, a white paper, or an article or pitching a TV segment, developing a good story and creating strong content have always been the bottom line. An effective PR campaign has always depended on strategic content development.
The shift is in the medium(s). Now you can deliver content via the traditional press outlets of TV, magazines, newspapers and the radio, as well as via blogs, vlogs, social media, and email marketing. Using this combined approach a company can grow a business, build a brand, and develop a strategic reputation-building approach.
But keep in mind that a standard pitch or sales laundry list does not qualify as effective content. The job is to solve a problem, offer a solution, advocate a new idea, or reveal a new way to approach a problem. You want to be inspiring, thought provoking, and offer cutting edge approaches and effective solutions. You can discuss what’s new and what’s next, but the bottom line is that your content is useful and speaks to your target market. How can you make your customer’s lives easier, happier, more time effective, more cost effective? Offer anecdotal stories that illustrate these points. In this case content means value.
So, yes content marketing on the internet is an extremely important marketing tool, although social media and blogging are relatively new mediums, the basics of creating impactful content that tells a good story and offers value to the reader is as basic as marketing itself. Content has always been king.
Copyright © Anthony Mora 2010
Anthony Mora began his media career as a freelance journalist for such publications as Us, Rolling Stone and other local and national publications. He served as editor-in-chief of two Los Angeles-based entertainment and lifestyle-oriented publications, and co-founded Phillips & Mora Entertainment, a public relations and personal management company, which ventured into video and film production. In 1990, Anthony formed Anthony Mora Communications, Inc. a Los Angeles-based media relations company that specializes in media placement, image development, and media training. AMC Inc. has placed clients in: Time, Newsweek, 60 Minutes, CNN, The Wall Street Journal, The Oprah Winfrey Show, The New York Times, Los Angeles Times, and other local, national, and international media outlets. Anthony has been featured in: USA Today, Newsweek, The New York Times, The Los Angeles Times, The Wall Street Journal, The BBC, CNN, Entrepreneur, Fox News, MSNBC, and other media. He has written three books. The most recent, ”Spin to Win,” is a step-by-step guide on how to define goals and utilize the power of the media to achieve success in any field. Practical and user-friendly, ”Spin to Win” can be utilized by heads of major corporations, small business owners, and entrepreneurs.