Online content marketing
Material that’s engaging or exciting, or unexpected or useful – or a mix of these strengths and others – is content that can do wonders for your business.
But what is content marketing? Well, for a start, this blog is. But is content marketing really just another lazy buzz-phrase that those dark artists – the online marketers – have somehow managed to prise into the digital lexicon?
The truth is that even if the term content marketing is awfully 21st century, you’ll find examples of the practice emerging at the tail-end of the 19th.
The Institute of Content Marketing cites the John Deere company – that’s right, the tractor people – and its 1895 customer magazine The Furrow as a touchstone.
Also lauded around this era: The Michelin Guide and a recipe book produced by the Jell-O company.
Notice anything connecting these pioneers? It’s a century-and-a-quarter later and they’re all still around; all ploughing and recommending and wobbling away.
Twenty-first century practice
Today’s content marketing has of course evolved into a broader, increasingly digital landscape: one of blogs and videos, how-tos and here’s whys.
But the heart of the practice: the telling of a story, or the offering of something connected with (rather than always about) your product or service remains.
Connecting with your targets via content can result in big wins whatever your particular goals. So here’s six Hookson tips to keep your organisation ploughing a furrow well into the 22nd century.
Know your audience
OK, this is a given. But it’s worth a mention, because your audience will absolutely drive the content you’re producing. Get this bit wrong and at best you’ll waste time, resource and money. At worst you’ll breed disengagement and boost your competitors. So think about what turns your audience on and off – and what they’ll be interested in reading/watching/learning.