Content Marketing Definition
When you consider the definition of content marketing, it is important to realize the vast scope of this broad term. Content marketing is many things. As a result, any accurate content marketing definition must cover a lot of material including both online and offline forms of content production such as articles, infographics, video, audio, webinars, white papers, and print materials. Additionally, the definition must also consider the distribution channels for content including mobile, social, print, television, and the Internet. In an effort to decipher and encapsulate this seemingly all-encompassing marketing discipline, I have included my definition of content marketing:
“Content marketing represents the combined actions of creation and dissemination of varying forms of content that are generated with the purpose to engage a targeted audience in a manner that establishes a loyal connection, enhances the value of a brand, and communicates a value proposition that is meant to increase an active consumer base.” – Andrew Bart, Founder & EVP of Digital Strategy at Pop Results
Content Marketing Means – Communicate A Meaningful Story
Ultimately, content marketing means creating communication assets and sharing them with a defined audience. From How-to articles to case studies and books in print, content that illustrates authority and understanding on a specific subject, when distributed in the correct channels leads to a return on investment (ROI). Whether the ROI is increased brand awareness, fresh or enhanced consumer perception, increased PageRank, lead generation, or a sales conversion, content marketing is not randomly executed.
Content strategy is the force behind any solid content marketing campaign. It is the initial necessary development cog that sets all the other pieces of a winning content marketing campaign into effective and productive motion. If the strategy behind your content is sound and the marketing and distribution passes into the proper channels, the results can be incredibly dynamic on a variety of levels.
Content Marketing vs Inbound Marketing – What is the Difference?
In short, as the founder of an inbound marketing agency that also offers content marketing solutions, I believe that content marketing refers to a wider field than inbound marketing. Content marketing can include outbound messaging, custom content publishing, traditional print media, and it isn’t necessarily measured by a lead generation or sales conversion. Content marketing can be public relations campaign that pushes messaging that aims to make an announcement, communicate, or increase general awareness. Content marketing tactics can include both push and inbound marketing tactics to get the message across. On the other hand, by definition, inbound marketing must only rely on a customer finding your company on their own volition and it maintains a fixed goal of generating leads and sales. In my opinion, inbound marketing is the most powerful portion of a larger content marketing campaign.
Content Marketing Defined In Any Way Is Big!
No matter how you choose to break it down and describe it, content marketing by any definition covers a lot of ground. In essence, the discipline is the updated description of strategic business communications. It is both inbound and outbound messaging. If performed properly, content marketing follows a cohesive content strategy and it should permeate a consolidated message through a company’s digital assets, print materials, and ultimately delivered to consumer markets.