Today we're going to begin a six part series on Content Marketing, particularly looking at the types of content that will really attract visitors to your site and keep them coming back for more.

Part One: What is Content Marketing?

content marketing-cr

Creative Content Marketing is Critical for Your Online Presence

Some new terms have been gaining popularity in the marketing communications field for the past few years, including the terms content marketing, content management and content strategies. These expressions describe processes that has been around a long time; however, due to the Internet, which makes large amounts of data available, the way you use content has become a critical component of your marketing strategy.

Right now a typical marketing specialist could be spending as much as 26% of their budget in the creation and distribution of content and these numbers are forecast to grow larger. With this trend toward putting more emphasis on content development, now is a good time to learn more about it.

What is content marketing?

The Content Marketing Institute describes content marketing as "a marketing technique of 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 action."

In other words, it is a way of communicating with the clients and prospective clients that does not involve trying to sell them something, but, instead, offers material to help make them more informed intelligent and savvy.

This information can be presented through:

  • Websites
  • Blogs
  • Podcasts
  • Videos
  • Webinars
  • White Papers
  • Print Materials
  • And more...

Today’s virtual marketplace has made the delivery of content so much easier as people spend more and more time online looking for information that will help them in business. We have moved from being a "push" market, where we keep pushing information out, to a "pull" market, where people are pulling us into their view through search engines, social media and other tools.

Content marketing is based on the strong belief that if we are able to regularly provide quality information to buyers, they will, in return, give us their business. To be honest, this article and the one’s that will follow are a part of the content marketing strategy for the Katalyst Creative Group. We want to share the expertise we have accumulated over the years with our clients and prospective clients. In turn, we hope you will think of us when considering a new website or other communications project!

Every business possesses content marketing treasure

No matter what industry you represent or what clientele you serve, you have a treasury of information you can share. Content marketing is important whether you are in the business-to-consumer or business-to-business arena. Through your personal experiences and expertise, you possess a new type of currency to invest in your company’s marketing campaign.

By sharing what you know with others – especially when you are offering quality content that is well written and well presented – you can place yourself among the leading subject matter experts in your field.

While you may not want to give away the recipe to your “secret sauce,” there are plenty of other informational pieces that you may be able to share.

In the following parts of the series, you'll learn the five key types of content that will attract readers and have them coming back for more.

Until the Next Installment

In the meantime, here is an assignment to get you started on developing a content marketing strategy for your business. For best results, take an hour or two away from your normal schedule and, perhaps, from your office or business location.

  1. Settle down someplace comfortable with a cup of coffee, tea or another beverage and just think about your work.
  2. Make a list of things you know about your business and industry areas where you have some expertise that could be beneficial to others. I think you'll be surprised what you find.
  3. Hold on to that list - it will have tremendous marketing value for your future.

Next: Part Two - The first type of content that readers are looking for.