The best definition that I have discovered for Content Marketing is this:
Content Marketing is creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience, with the objective of driving profitable customer actions.
At its basic level, Content Marketing encompasses all marketing communication that is not direct selling. Any communication that seeks to educate and enlighten the audience can be classified as Content Marketing.
Why Would You Want to Educate Your Customers?
Uninformed consumers are one of the biggest frustrations of every business. They:
- Don’t understand the value of what you offer.
- Make decisions for themselves that actually interfere with their success.
- Make your job more difficult.
Have you ever heard this saying:
“I’d love this job if it weren’t for the customers!”
That’s #3 in action: uninformed customers simply don’t know how to be good customers.
Your business, then, can use Content Marketing to improve the relationships that you have with your current customers by educating them on how to be better customers.
Modern consumers don’t like to be sold to, to be told what to buy or how to think. Today’s consumers want to participate in the decision-making process and Content Marketing gives them the information that they need to make informed decisions.