What is content marketing? And what does a content marketer do?
If you’re reading this, you’re likely looking for a comprehensive answer to the questions: what is content marketing? And what does a content marketer do? If so, look no further, I’m here to help…
Although content marketing has fast become the desirable and gregarious main character of the hugely popular show online marketing and digital marketing over the last couple of years (figuratively, of course!), content marketing was actually first introduced to the marketing fold in 1895 in the form of John Deere’s The Furrow; although some argue that content marketing was actually a practice adopted over 150 years earlier by Benjamin Franklin in order to shine a spotlight on his printing business.
And, regardless of whether you’re on Team John or Team Ben, there’s one thing we can all agree on – content marketing is an age old practice that’s just as effective today as it was over a century ago!
But, what is content marketing? And what does a content marketer do?
What is content marketing?
Content marketing is the practice of promoting a brand, service or product through the art of storytelling; focusing on the benefits and/or aspirations of the subject in question and what it can help the customer achieve.
This differs considerably from more traditional forms of marketing – i.e. product marketing – as content marketing doesn’t make moves to overtly sell a product, service or brand; rather focusing on raising awareness and providing the customers with valuable information in order to help them make a confident and informed decision.
As such, content marketing serves to build trust between the brand and the customer; typically leading to loyal and long term customers who return time and time again.
It’s also important to note that, due to its softer and less intrusive/more informative nature, content marketing tends to be adopted by businesses as a long term marketing solution.
What forms can content marketing take?
It’s incredibly common for people to assume that content marketing refers simply to a written blog or article as is what’s most traditional; however, in reality, content marketing takes lots of different forms today, including:
- Blogs & case studies
- Videos & pictures
- Social Media posts
- Press releases & articles
- Infographics & memes
- Reviews
- How-to guides
- Lists
- Interviews
- Podcasts
- Original research & data
Content marketing is a particularly effective way of fostering existing customer relationships, engaging new customers, and enhancing the value of your brand; all contributing to one vital thing –
An increase in sales & enquiries!
What does a content marketer do?
With all of the above in mind, what does a content marketer do?
Content marketers are responsible for planning, creating and sharing content; online, offline or a combination of both, depending on the brand, business, and product or service.
Consequently, content marketers typically work closely with or have a working knowledge of digital marketing practices, and play an integral role in marketing strategy, social media management, blogging, and search engine optimisation – if it involves content, it involves a content marketer!
Content marketing takes meticulous planning, creativity and forward thinking; often integrated into a wider marketing strategy, and playing a key role in customer acquisition & retention.
For more content marketing advice, information, and to talk to me about how I can help you, please contact me.
Sophie Porter: Content Specialist 