WTBWY TV Video: What is Content Marketing?

by Justin P Lambert

Enjoy the first in (what I hope will be) a long line of brief, instructional videos. It ain’t much, but it’s out here and I’m hoping I’ll get better as I go along.

Let me know what you think! There’s a comments section below, you know?

Transcript:

Hey, how you doing? This is Justin P Lambert from Words That Begin With You, customer-focused content marketing.

I wanted to put a series of videos together, just to give you a real quick insight into how I view some basic content marketing concepts. And this first one, the one you’re viewing now, has to do with how I define content marketing.

The reason I think that’s important is because it’s defined in different ways all around the net. Some people think it’s synonymous with copywriting, but really it’s not. Other people think that it’s synonymous with pretty much any type of marketing, assuming that as long as you’re marketing your business, you’re creating content. But that’s not really true either.

So, here’s my definition of content marketing, at least the way I see it:

Content Marketing is the consistent, strategic production of valuable information, through media your current or potential customers enjoy consuming, in order to help them know, like and trust you, viewing you as a valued source of help at the right time.

First of all, one of the main points is that it’s valuable.

Now what do I mean by valuable?

Well, if you’re doing content marketing right, you’re creating content that you could sell if you wanted to. It’s worth that much to the people that you’re speaking to, your target audience. But you’re going to be giving it away for free for the most part. So it’s valuable information.

Secondly, it’s going to be enjoyable to your target audience. That means it’s going to be done in such a way that it can be entertaining, it can be something that they truly enjoy getting involved in.

For instance, right now, I’m making a video. For the most part, I haven’t been doing much in the way of videos, this is my first one. But obviously, many people who go online searching for information search for videos because YouTube is the #2 search engine on the web.

So, all of my text information back at my site is good for those who enjoy consuming text. But if you’re one of those people who enjoys searching via video, you’re going to find this video about content marketing. I’ve made it for people who enjoy consuming video.

And third, this information’s going to be timely. And by timely, what I mean is, if you’re doing content marketing right, it’s going to be a consistent flow of information that your target audience is going to want to look into. It’s not something where you can just put out a site that’s just going to lay stagnant there and forever you’re going to reap the benefits of it.

That rarely happens.

Instead, something like an online blog is a perfect example because one of the main reasons a blog is so effective is because you’re consistently putting out new information so that people can consistently come back and learn new things from you.

And that’s why an effective content marketing program could take some time. But it’s very rewarding as well.

So basically, just to review the definition that use for content marketing is that it is valuable, enjoyable and timely information that is made specifically for your target audience to consume.

That’s it for this video. Tune in for some more coming up. Thanks and have a great day!

Feed Me Seymour – Why Your 2012 Marketing Approach is Hungry for Content | Marketing Trenches (contentmarketingtoday.com)
Coca-Cola Bets the Farm on Content Marketing: Content 2020 (junta42.com)
What’s Hot and What’s Not in Content Marketing for 2012 (contentmarketingtoday.com)
The 5 Elements of Exceptional Business Content (hubspot.com)
Is ‘Content Marketing’ Broken? (hubspot.com)
Five Easy Pieces of Content Marketing Advice (distributedmarketing.org)

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