The 4 Essentials of Content Marketing

You’ve just heard someone mention “content marketing” and you get the idea you should already know what it is, but you’re too embarrassed to ask anyone. Congratulations, this post is for you.

The Content Marketing Institute, an online resource for information on all things content marketing related, defines content marketing thusly:

Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience — with the objective of driving profitable customer action.

The Power of Storytelling

Every successful company has a story. It’s needed to survive. What do you stand for? What message do you support? Stories succeed because they are able to capture the imagination of large or important audiences.

Planning a Long-Term Content Strategy

Planning provides a roadmap for your content. You wouldn’t get in a car and drive without an end destination; you’d be wasting gas. Which is probably why 86% of highly effective organizations have someone steering the direction of their content strategy.

When it comes to creating content, you want to remain as reactive and agile as you can to do your best to make the most of your time. Having a plan will give you and your team the ability to remain reactive to upcoming initiatives, stay organized, and proactively manage content required for your marketing tasks.

Building a Content Creation Framework

Planning can take a number of forms, depending on where you are in your content marketing journey, but it should be the first — and strongest — thread throughout your content marketing framework.

Once you understand what content is and why you want to invest your time, you need to create your strategy.

Your strategy helps you avoid the one mistake that is causing companies to fail at content marketing. And, as our annual research has repeatedly shown, it’s a key differentiator between effective marketers and their less effective peers.

Becoming an Effective Writer

In the digital world of inbound, the first impression of your business comes through your writing. You can have the best company, the best products, or the best services, but if you’re not able to communicate that to your audience, then you risk losing them. In this class, you’ll learn how we get ideas out of our head and format them into an effective piece of content. Additionally, you’ll learn some grammatical pitfalls to avoid. Sometimes a simple wrong use of it’s vs. its can deter your audience.