Content marketing is the cornerstone of inbound marketing and a core driver for digital marketing, in general. But, as Robert Rose of Content Marketing Institute (CMI) points out, content marketing is “…a methodology—an approach—a strategy…” in marketing.
So, content marketing is NOT a single campaign, but more accurately, a marketing mindset. And this mindset has proven itself in delivering value to companies of every kind.
By describing what content marketing isn’t, your path to content marketing success becomes wide open and ready for you to take.
Jumping right in, besides a campaign, here’s my take on what content marketing is NOT.
Let me know by commenting if I’ve missed something big or if you have anything to add.
Your Guide to What Content Marketing is NOT:
*Easy
Here’s the deal. Just because it isn’t easy, doesn’t mean you can’t start with a simple content marketing framework.
Still, it won’t be easy because it requires thought and research to define a purpose and develop a strategy.
On top of that, you need to document your plan or have a written version, for best performance. (source)
Next, design an editorial plan and schedule, making sure to align customer and company goals in tandem.
Finally, identify your goals and objectives, determining how to measure and document results. Remember, if you don’t analyze the data you collect to make continual improvements, there’s no point in collecting it!
Just because it isn't easy, doesn't mean you can't start with a simple content marketing framework.Click To Tweet*Quick
Just like a successful content marketing strategy isn’t easy, it’s not lightning quick, either.
Joe Pulizzi of CMI emphasizes the time and commitment organizations must make to relish in the benefits from their content marketing efforts.
This is not a one and done proposition. Not even close. Commit or quit. That’s all.
*A Single Formula
Here’s the funny part. Because what works like a charm for one company, won’t work at all for another! Mix. Marketing mix. Media mix. Mix your content and the channels you use to deliver your message until you find the perfect mix of methods. Experiment to increase opportunities for finding success.
While it’s true, there’s no single formula to reach your goals and objectives, plenty of approaches are out there. Why not test them?
Modeling behaviors of highly successful others, even competitors, and adopting benchmarking techniques into operations makes sense for ways to start.
When you do find a single formula, it will be uniquely you. Sometimes this original secret recipe that you alone brew leads (or lends) to your key differentiator or “tilt” as CMI calls it.
*Guaranteed
There are no guarantees in content marketing but, companies who embrace and support their content platforms, even so far as treating these efforts as a publishing house, benefit.
Beyond commitment to a content marketing program, organizations who
- Have a written or documented strategy
- Provide resources—tools and talent and budget—to build content assets
- Align content with customer experience, needs, and progress points in the relationship
- Collect, measure, and record KPI (key performance indicators) data
- Analyze, evolve, improve, iterate; and,
- Continually test and innovate
perform better, meeting and exceeding goal metrics and surpassing expected results.
Heck, over there at CMI, content marketing is a whole huge Orange Revolution!
*Stubborn
Content marketing isn’t stubborn or bull-headed. You’ll need to be much lighter on your feet.
Here’s the deal. If you aren’t agile, flexible, progressive, and willing to change, adapt, and evolve at lightning speed, you may as well forget about content marketing. Here’s why.
Things move too fast to stay stuck in any process. Be open to learning, testing, and experimenting. Besides, content marketing is technology-based; no industry has grown so fast, dashing forward so significantly.
I’m not talking about chasing every latest toy; but suggest the need to stay in touch with trends, tech, and impact within your industry.
If you’re not continually learning, how can you be a resource to your customers? How can you lead your company into the future?
Sure, concentrate on your core business, but don’t forget to keep an eye on the bigger eco-system, so you’re not left behind.
While keeping your head up, make sure to keep a close eye on your customers. Because, if you don’t take the time to know them, they won’t want to know or do business with you.
Some businesses forget the importance of their customers. Look, without them, you’re nothing. They’re worth keeping an eye on, don’t you think?
Content marketing is user-centric or customer-driven—more so than at any other time in advertising history.
Channels used in digital strategies must follow the customer to deliver a message in a conversational, unobtrusive manner.
Opposite of “broadcasting” a message, content marketing offers “special delivery” by reaching out on a personal level. Highly relevant information is welcome with permission-based marketing, as you build relationships through interactive content.
The whole concept around content marketing involves shifting viewpoints, methods, abilities, and knowledge. So clearly, there’s no stubborn in evolving and improving your content and the digital experience you want to provide!
A Content Marketing Opportunity
Don’t get left in the digital divide. There’s a gap in America—astoundingly so—per the Harvard Business Review, leaving the door wide open for content marketing gold. Why not take your business to new heights by leveraging the digital frontier and building your online presence?
Opposite of “broadcasting” a message, content marketing offers “special delivery” by reaching out on a personal level.Click To Tweet
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Hey Sue,
Yes, it is not a single campaign, it is a long run marketing mindset. If we put the time in understanding the audience and what they are expecting from you, half the job will is done.
Creating content goals, learning from influencers like you, experimenting with multiple content strategies to understand what fits best in, flowing with the content trends are few potential ways to rock.
Content blogging is a continuous journey of learning, I believe. This is a great resource for content marketing. Thanks!
Mudassir:
I think you’re off to a good start!
The ongoing learning adds to the fun for me and the whole darn thing is truly an experiment.
But then again, changing, evolving, and growing is a process that makes your content marketing efforts more successful. At the same time, your website properties and blog increase in quality and interactivity and, fortunately, also gets easier with experience. And increasing know-how, of course.
Well, thanks for everything and take care:) Sue-Ann
Sue-Ann, all great points buddy. Content marketing is not easy but well worth that time and energy commitment Joe speaks of. If you generously put in time and effort, and remain flexible, you will see success. But there is no special hack or short cut to see quick success with content marketing. Ain’t gonna happen. Rocking post.
Thank you, Ryan!
Everyone is looking for that shortcut and quick success but you are SO right, it usually doesn’t work that way at all.
I’m so glad these important points ring true to you and appreciate the comment and your time and support. Best, Sue-Ann
Excellent content, it’s very helpful!! Thank you for sharing such a nice and easy to read & understandable article . Your blog is thoroughly amazing and illuminating.Looking forward to your next insights!!!
Thank you for such a kind and complimentary comment.
Hope you’ll stop back again, soon:) Best, Sue-Ann
Content Marketing is growing rapidly and being unstoppable. Most of the businesses are investing a huge budget for their business growth solely on content marketing.
This is the time when a marketer should be aware of what to do and what not to. This could certainly be an eye-opener.
Thanks, Sue, have a great day ahead!
Hi Navin:
I know you are like me and love the whole concept of content marketing for businesses. It gives us a LOT to write about, that’s for sure! lol
Have a great one and thanks again, Navin!
Thank you and best, Sue-Ann
in these days most businesses coming to invest in content marketing.
because content marketing provides better results when compared with other methods.
in content marketing, we can educate the customer about our product very clearly. it leads to convert the use very highly. i.e conversion rate is higher in content marketing. for this, you have to do content marketing properly.
you have explained this clearly.
Welcome and thanks for your positive comment, Venkat.
Yes, the ultimate key is to provide value to customers with your content marketing efforts but, it does take work. People often have a misconception and think it a quick fix. We both understand that’s definitely NOT the case!
Thank you again for connecting and take care, Sue-Ann.
In this continuously changing world and technologies it is hard to look for guarantee.
It is also good to know what content marketing is not. I really liked that have written about this topic, which most of the bloggers miss.
Thank you, Gaurav:)
There’s definitely no guarantees with Content Marketing but, putting your best foot forward and defining expectations, helps.
Thanks again for dropping by. Sue-Ann