Everyone in marketing tries to do it. What most folks don’t realize, is that very few do it well.
What are we referring to? Content marketing, of course. Otherwise known as branded content, brand journalism, or business story-telling, among other monikers.
It’s apparent a phrase is popular when it spawns its own lexicon. Or when mega brands like Coca-Cola embrace it. The soft drink empire recently revamped its website in homage to content marketing.
You can tell “content marketing” has entered the list of marketing terms when you find any number of conferences devoted to the topic. Take the example of the all-day content-marketing event given by the Content Marketing Institute in cooperation with Target Marketing and Publishing Executive. The event, titled Content Marketing World NYC, brought in a plethora of content marketers (and those seeking to become content marketers). It was also chaired by two content marketing industry elites: Joe Pulizzi and Robert Rose. The two co-authored one of the foremost books on the topic, along with other accomplishments.
You may be wondering to yourself, “OK, so what’s so great about content marketing?”
Advertising, it seems, has lost much of its effectiveness. We live in a world where the average person is bombarded by some 3,000 brand impressions a day. According to research firm Altimeter Group, advertising needs to function together with other media, including company–created content and user-generated content. Content marketing in its most fundamental definition, is content a brand owns or publishes without any media buys, according to Altimeter.
That of course is the baseline. In order to be truly effective, content marketing, as Pulizzi and Rose stressed at the Content Marketing World event, must tell a story that allows people to engage with a brand. Moreover, it can’t be a one-time wonder but should be a long-term commitment, or as Rose phrased it, “Content marketing is a marathon, not a sprint.”
In fact, a marathon is the perfect analogy. Besides being a time-consuming process, it also requires some heavy lifting. It’s no surprise that a survey by Content Marketing Institute and Marketing Profs discovered that only roughly a third of over 1,400 B2B marketers surveyed said they believed their content marketing campaigns effective.
Here are 3 key elements from Robert Rose to increase the effectiveness of your content marketing:
- Tell a story. A story is a natural way to grab people’s attention. It draws you in and captures your emotions as well as your mind. What’s more interesting – a list of facts or a story that weaves the same elements into an engaging narrative?
- Implement a strategy. Like any effective program, content marketing must be supported by a solid strategy. A company should understand its audience, business needs and what will appeal to its various market segments. According to Rose, the reason why most content marketing doesn’t succeed is that many companies dive right in without a strategy. Once you have a strategy in place you need a replicable process to produce your content.
(To learn more about creating your own successful content strategy, click here.)
- Use channels to tell your story. No longer can you tell your story exclusively on your website. As Rebecca Lieb and Jeremiah Owyang observe in the Altimeter report on The Converged Media Imperative: “Brands are challenged to intercept this elusive customer and cut through the media clutter, regardless of whatever channel or medium consumers are engaged with."
What are you doing to accelerate your Content Marketing? I look forward to hearing from you.