September 26th, 2012
Read through any marketing resource, website or blog post these days and you’ll see that ‘content marketing’ is THE hot marketing topic… and with good reason (we’ll get to that in a minute).
First, what is ‘content marketing?’
As simply as I can state it, content marketing is the development and sharing (a.k.a. giving away) of useful information that will help the reader to better understand a particular subject and/or help them to do his or her job better. As an example, for a research firm, that could include providing content with titles like:
- 10 things to look for when sitting “behind the glass”
- Conducting ethnographic research in the digital age
- How to save time and money with online bulletin boards
- The top 5 coming trends in CPG research
Notice anything unusual? None of the topics are salesy. None of them are internally focused. Content marketing is about providing genuinely helpful information.
Are you giving away some of your ‘secret sauce’ when you do this? Maybe. But, it’s the price of admission. If you don’t – your competitors will. And those that provide the best content often win. Continue Reading…