Last night, I had the opportunity to attend an American Marketing Association (AMA) Event in Boston. The event was titled the “Past Present and Future of Content Marketing, Impacting Behavior Change”. Over 180 enthusiastic marketers attended. The event was a panel discussion moderated by Graham Nelson, Senior Vice President, AMP Agency. Panelists included:
- Ann Hadley, Chief Content Officer, MarketingProfs and author “Content Rules”
- Jessica Gioglio, Public Relations and Social Media Manager, Dunkin Donuts
- Tim Washer, Senior Marketing Manager, Social Media, Cisco
- Margot Bloomstein, Brand and Content Strategy Consultant, Appropriate Inc.
The Content Marketing Institute defines “Content Marketing as a marketing technique of creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined and understood target audience with the objective of driving customer action”.
Content marketing’s purpose is to attract and retain customers by consistently creating relevant and useful content with the intention of engaging consumers with the goal of changing or enhancing consumer behavior. It is an ongoing process that is best integrated into your overall marketing strategy, and it focuses on owning media, not renting it.
Basically, content marketing is the art of communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. You are providing useful information. The essence of this content strategy is the belief that if brands deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty. Content marketing is storytelling. Content Marketing is a fundamental shift in the way brands are marketed.
Listed below are my Top 10 insights or memorable quotes from last night’s session:
- “The best marketing doesn’t feel like marketing”. It creates an experience for your customers.
- “Marketing that feels like art is the most successful”.
- “Marketing needs to learn from journalism and tell the brand story in an engaging way”. It’s important for marketers to think like publishers.
- The key to successful content marketing is becoming more “customer centric” and developing a content strategy
- It’s about understanding your customer’s pain points and providing solutions.
- It’s important to integrate visual and video. Vine is an important new tool.
- Use social channels as a tool for storytelling in addition to sharing.
- Successful content marketing involves people across the organization and obtaining support and buy-in through experimentation.
- Content problems are people problems not technology issues.
- The first step in successful Content Marketing to find your content mission.