Getting Started

If you are new to content marketing, you have come to the right place!  Here are some common questions you may have.

What exactly is content marketing?

Content marketing is the strategic marketing approach of creating and distributing valuable, relevant, and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.

In short, instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.

What are the basic principles, tactics, and terms?

Like other forms of digital marketing, content marketing involves the strategic use of engaging, high-quality content. However, content marketers use content to serve the distinct purpose outlined above. Rather than replacing techniques like traditional marketing, public relations, or search engine optimization, content marketing is most effective when it’s applied in tandem with them.

Though content marketing shares many of the same tactics and terminology used in other marketing disciplines, they need to be viewed and applied through a different lens. To get a clear understanding of what those terms are – and where their distinctions lie – check out our essential glossary of key content marketing terms.

How do I get started?

The best way to get started — or improve your existing program — is to read our “Back to Basics” articles. They’re chock full of step-by-step approaches and templates to help you set up the foundation of your content marketing program:

In short, you need a strategy so you can determine how your content will help people in a way that no other company is currently doing.

Download our 16-page guide to learn what questions to ask and how to develop your strategy.

How does content marketing relate to other forms of marketing?

Content marketing is quickly becoming part of the overall marketing process. Still, we get a lot of questions about how to adapt (or understand) traditional marketing concepts in the content marketing era. You’ll find answers in Marketing Makers, our latest video show (and related blog posts).

Watch the latest episode here and read What Is Media Planning and Why Should Content Marketers Care?

These resources will help you understand how content marketing works with – but differs from – all of these forms and components of marketing:

Have more questions? Reach out and ask!

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