Of course, all marketing is content of some kind. Assets such as text, images, audio, video, and code — from which marketers build ads, coupons, emails, and mobile apps — are content.
But there’s a big difference between content assets and content marketing.
For it to truly be content marketing:
It must accomplish your marketing goals.
If your branded content doesn’t gain your customers’ attention, hold their interest, induce their commitment to buy, or maintain loyalty (and repeat purchase) — then effectively it’s not marketing. Right?
If you’re struggling to measure the effectiveness of your content marketing it could be because you didn’t set a business objective in the first place. Or it could be that you matched the wrong metric to the wrong objective.
For example, if you want to prove you generated brand awareness you would track how many people saw the content, brand recall following the campaign, increase in brand name searches online etc. Not how many people clicked through to buy.
It shouldn’t feel like marketing.
The whole point of content marketing, from the audience’s perspective, is that it doesn’t feel like interruptive advertising or irrelevant brand messaging.
For your target audience to perceive your brand’s content as valuable — not just another advertisement — then it should meet the following principles:
- It should be something they want. The key to creating content that audiences want is that it must satisfy one of their needs. After all the origins of the word content come from the Latin contentus meaning ‘satisfied’.
- It’s self-selected. Advertising interrupts ‘Push Marketing’. Content Marketing pulls audiences towards it ‘Pull Marketing’.
- It’s relevant. The difference between advertising and good or bad content marketing is in the audience’s perception. You need to deliver content in the right context to get the right result.
It’s not easy. It can be complex. We’ve been studying this a long time and are happy to share our frameworks for content marketing strategy, evaluating audience needs, and measuring the ROI on content marketing. You can use them or adapt them to your business. Just email Darika darika AT ldnstock.com and ask.