Contact marketing spotlight

Content marketing thought-leaders and practitioners gathered together at the B2B annual marketing conference in London this week, setting the stage for some fascinating presentations and discussions on the role it can play in successful marketing.

Agreeing a common definition of content marketing was the first challenge. The term was initially used by the marketer Joe Pulizzi, when he established the Content Marketing Institute in 2007. However, most of us agreed that in many ways it’s not new. Surely engaging content has always been a fundamental aspect of marketing?

So why does the discipline now have its own name and an increasing proportion of many marketing budgets?

Technological advances mean content has to work much harder and be adapted to maximise the opportunities presented by a 24/7 global communication platform. With a myriad of communication devices our customers’ behaviour are ever changing, and whilst it is easier to reach them it is also easier to turn them off.

By focusing on content marketing strategies and plans businesses can create integrated communications across a number of appropriate channels, engaging customers with insightful material from the initial hook through to sales.

And getting your strategy right allows you to maximise the work your content does for your business. For example one story can be made to 'sweat' on as many fronts as possible; providing the material which can underpin tweets, webinars, info graphics, Linked In discussions, blogs, trade press coverage and website SEO etc.

Businesses need to remember ‘Less is more’. It is time to make sure we leverage our creativity and tailor our messaging as with or without a final agreement on a definition of the term good content marketing is likely to make a big difference to business performance.

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