There’s a confusion going on in the marketing world. Content, without marketing, is not “content marketing”. It’s content creation. There’s a difference. Those waking up to the content craze, that hit our shores from the States in last couple of years, have only taken on part of the message. You only have to read the digital marketing blogs to witness the surge in those taking on the content part of the mantra – but forgetting all about the marketing side of the equation.
The idea behind content marketing is that the content you create needs a purpose, a reason to exist. And generally speaking there should be two types. Branded content – that’s created purely to engage with an audience with subtle mentions of the brand and services it provides. And then specific, targeted content aimed at the customer (B2B or B2C) once you’ve identified their interests.