Content marketing is defined as the strategic marketing approach 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.
In other words, you give people relevant content that helps them in their daily lives so that when they have a business need, they think of you or your company’s products, services, and solutions. You are building an audience and relationships — and, eventually, you want to earn their business and loyalty.
The keyword in CMI’s definition is “strategic.” You can create all the content in the world, but without a strategy for promoting and distributing it (i.e., a content amplification plan), who will know it exists?
Types of Content
The types of content that creators and Compliance Directors Email Lists corporate marketing departments are creating these days go far beyond the good old blog post and videos of the early days of the internet and social media. Today we also have the following content formats:
- White papers
- Case studies
- Webinars/virtual events
- In-person events
- Long-form stories
- Research reports
- Print and digital magazines
- Online courses
- Print books
- Digital art
Creating all this content takes a lot of resources — both in terms of time and money. No company wants to create content that no one will see. A content marketing strategy lays out the editorial plan — the topics, type of content format, where the content will be distributed and when, and how success will be measured.
Okay, so you have all this great content. How do you amplify it?
Let’s talk about the four main content amplification strategies: owned media, earned media, shared media, and paid media.
Owned media simply means assets that you own — your website, blog, and email list are examples. The goal for most of the content you promote on the internet is to bring the reader back to your blog or website. In other words, you want to drive organic traffic to your site. Your site is the place where the reader learns more about your company, products, and services.
The best thing about owned media is that it is yours.
Earned media is just that — media coverage that you earn either from public relations, word-of-mouth, press releases, or via influencers. These mentions then lead to organic traffic to your website. Influencer marketing is a discipline of its own these days, the same as content marketing is.
To amplify your content via influence marketing requires a strategic approach to reaching out to influencers. It often involves building a list of names of journalists, bloggers, community influencers, and media professionals (e.g., news producers) in your space, beginning the outreach, scheduling contacts, following up, and tracking results (in a spreadsheet, for example).