Content Marketing

What Is
Content Marketing?

Content marketing is the creation and distribution of online content designed to attract and engage an audience.

Unlike traditional marketing, content marketing has no sales pitch. It does not try to directly advertise or sell a particular brand, product or service. Rather, it aims to capture mindshare with valuable, relevant information that is educational, entertaining and/or emotionally satisfying. In this way, content marketing succeeds in creating interest and awareness of the brand and its offerings.

The best kind of content marketing gently leads the audience to convert their interest into some form of online action - whether clicking on a website link, downloading a whitepaper or brochure, requesting a demo, or contacting a sales rep.

What Is
Content Marketing?

Content marketing is the creation and distribution of online content designed to attract and engage an audience.

Unlike traditional marketing, content marketing has no sales pitch. It does not try to directly advertise or sell a particular brand, product or service. Rather, it aims to capture mindshare with valuable, relevant information that is educational, entertaining and/or emotionally satisfying. In this way, content marketing succeeds in creating interest and awareness of the brand and its offerings.

The best kind of content marketing gently leads the audience to convert their interest into some form of online action - whether clicking on a website link, downloading a whitepaper or brochure, requesting a demo, or contacting a sales rep.

Content marketing is not a new concept. Brands and businesses were already publishing content in the earliest magazines and newspapers over a hundred years ago. Then, like now, the aim was to strengthen customer engagement, customer acquisition and brand awareness by providing useful, engaging information.

With the rise of digital, marketers increasingly saw the potential and appeal of content marketing. At first, it was a new and exciting approach to inbound marketing, and an effective way to drive online traffic.

Now, with increasingly sophisticated marketing automation and analytics tools, performance marketers are using content marketing as an advanced method for attracting qualified leads, nurturing their engagement down the funnel, and converting them to customers.

In recent years, content marketing has exploded, with 89% of B2B marketers currently using content marketing. The reason? The internet. The shift to online media, and more recently, to mobile, means that audiences are consuming content in new and savvy ways. This has led to brands big and small developing comprehensive content strategies with allocated marketing budgets.

Another reason? People are just not that into ads. According to Nielsen’s Global Trust In Advertising report, people trust text ads less than any other content medium, especially on mobile. What’s more, on the list of trusted mediums, editorial content outranked ads on all traditional channels, including TV, radio, billboards, newspapers and magazines.
Bottom line: editorial, informational, entertaining content works best.

In recent years, content marketing has exploded, 89% of B2B marketers currently using content marketing. The reason? The internet. The shift to online media, and more recently, to mobile

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What Is
Content Marketing

In recent years, content marketing has exploded, 89% of B2B marketers currently using content marketing. The reason? The internet. The shift to online media, and more recently, to mobile, means that audiences are consuming content in new and savvy ways. This has led to brands big and small developing comprehensive content strategies with allocated marketing budgets.

Another reason? People are just not that into ads. According to Nielsen’s Global Trust In Advertising report, people trust text ads less than any other content medium, especially on mobile. What’s more, on the list of trusted mediums, editorial content outranked ads on all traditional channels, including TV, radio, billboards, newspapers and magazines.

Bottom line: editorial, informational, entertaining content works best.

History Of
Content Marketing

Content marketing is not a new concept. Brands and businesses were already publishing content in the earliest magazines and newspapers over a hundred years ago. Then, like now, the aim was to strengthen customer engagement, customer acquisition and brand awareness by providing useful, engaging information.

With the rise of digital, marketers increasingly saw the potential and appeal of content marketing. At first, it was a new and exciting approach to inbound marketing, and an effective way to drive online traffic.

Now, with increasingly sophisticated marketing automation and analytics tools, performance marketers are using content marketing as an advanced method for attracting qualified leads, nurturing their engagement down the funnel, and converting them to customers.

Content marketing is not a new concept. Brands and businesses were already publishing content in the earliest magazines and newspapers over a hundred years ago. Then, like now, the aim was to strengthen

Read More

Content Comes in All Shapes and Sizes

Different strokes for different folks! Here are some common types of content marketing.
Choose the ones that work for your target audience.

Content Comes in All Shapes and Sizes

Different strokes for different folks! Here are some common types of content marketing.
Choose the ones that work for your target audience.

Content Distrubution Channels

Creating content is just half the story. In order to be effective, content must be consumed by the target audience. How to distribute content is a critical part of a content marketing strategy.

Generally speaking, there are 4 models for content marketing distribution:

Earned

Creating content is just half the story. In order to be effective, content must be consumed by the target audience. How to distribute content is a critical part of a content marketing strategy.

Shared

Shared content is a two way street - it’s community-driven, social media-driven and co-created content. The trick is figuring out how to get more views, comments and shares.

Owned

All the content under your direct control is owned media. This includes your website, blog, newsletter, even your social media pages.

Paid content

Paid content is just that - it’s distribution and exposure that you’ve paid for. This can include paid search, social media campaigns, display ads, sponsored content, and content discovery platforms like Outbrain (that’s us).

Remember…

Pretty much every type of content marketing falls under one of these umbrellas. But it’s not quite that simple. Earned, owned, and shared content can be paid content as well. Whether earned, owned, shared or paid, all content must be effective to get results.

Learn More

Content Distribution Channels

Creating content is just half the story. In order to be effective, content must be consumed by the target audience. How to distribute content is a critical part of a content marketing strategy.

Generally speaking, there are 4 models for content marketing distribution:

Earned

Earned content is press coverage or media mentions by other publishers or sites. In the nonstop new cycle and noisy media landscape, it gives you great visibility.

Owned

All the content under your direct control is owned media. This includes your website, blog, newsletter, even your social media pages.

Shared

Shared content is a two way street - it’s community-driven, social media-driven and co-created content. The trick is figuring out how to get more views, comments and shares.

Paid content

Paid content is just that - it’s distribution and exposure that you’ve paid for. This can include paid search, social media campaigns, display ads, sponsored content, and content discovery platforms like Outbrain (that’s us).

Remember…

Pretty much every type of content marketing falls under one of these umbrellas. But it’s not quite that simple. Earned, owned, and shared content can be paid content as well. Whether earned, owned, shared or paid, all content must be effective to get results.

Learn More

What Makes a Piece of Content Effective?

Every piece of content is different, with its own purpose, style and message. If your content hits one or more of the characteristics below, it will help drive the audience to further engage online with your brand. And that’s what leads to conversions.

Informational/Educational

Does the content tell something new? Does it offer an interesting, original or helpful perspective? Does it provide useful information?

Entertaining

Is the content fun, up to date, and readable? Does it capture the imagination and leave the reader wanting more?

Emotionally satisfying

Does the content make the reader laugh, cry, think or feel? Can the reader connect with it on a deeper personal level?

Socially valuable

Is the content something your readers would love to share? Is it clickable and relatable? Could it even go viral?

Learn More

What Makes a Piece of Content Effective?

Every piece of content is different, with its own purpose, style and message. If your content hits one or more of the characteristics below, it will help drive the audience to further engage online with your brand. And that’s what leads to conversions.

Informational
/Educational

Does the content tell something new? Does it offer an interesting, original or helpful perspective? Does it provide useful information?

Entertaining

Is the content fun, up to date, and readable? Does it capture the imagination and leave the reader wanting more?

Emotionally
satisfying

Does the content make the reader laugh, cry, think or feel? Can the reader connect with it on a deeper personal level?

Socially
valuable

Is the content something your readers would love to share? Is it clickable and relatable? Could it even go viral?

Article Resources

Article Resources

For in-depth information on each of the areas above, please visit the following articles: