Content Marketing

Content MarketingThe Content Marketing Institute defines content marketing as a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.

If you’ve ever subscribed to a blog, a podcast, a newsletter, a YouTube channel, an organization’s social media page, etc., then you already know the value of good content.  Now consider how your organization could develop the kind of content that keeps your current and prospective customers coming back.

The starting point is developing effective personas, which are well-developed fictitious characters based on your demographic research.  This helps writers keep content more user-centric.  The next step is to establish content pillars upon which you will develop your content.  These represent a cross-section between what your customers want to see and what makes you unique as an organization.  Once you’ve established your personas and content pillars, you can generate a content calendar and start producing content for distribution across multiple channels.  If you do this well, you’ll increase the volume of traffic to your website, where you can prompt calls to action that drive your bottom line.