By Gaurav Pradhan
Nowadays , due to advent in technology and sudden surge in social media platforms like Facebook, Twitter, Instagram and WhatsApp, Companies are shifting more towards these online platforms and Content Marketing has become a buzz word for most of them.
So again the question – What is Content Marketing ?
Let us break down the term “Content Marketing” into less complex terms to make it more simple and understandable i.e. ‘Content’ & ‘Marketing’.
When we come across this word ‘Content’, we imagine is to be a bundle of information. Information can be of various types and forms. Anything observable, learn-able, explanatory can be regarded as information as it can be comprehended and communicated. As the technological and demographic shift started, people started migrating from Newspaper, Radios, TVs to present day information centers like Social Platforms (Facebook, Twitter etc.), Websites (cnn.com, forbes.com) and Applications (Google Now, Gmail App). Because of this migration, Content has taken many forms, as you read along, content is self-evolving, and producing more forms. But in my blog, we will restrict ourselves to basic types of Content i.e. Text, Images, Video, Audio and Animation.
Text: Any readable document or a section containing words which pass on a sensible information is regarded as text. It can be a sentence, a paragraph or even a complete news column. Twitter redefined Text, restricting the information in only 160 characters.
Image: Images like Photographs, infographics, graphic images, charts, analysis templates in the form of images which can be website compatible or any other platform compatible, which contains information fall into this category. It started with Orkut, but now other social media platforms like Facebook and Hi5 took it to a higher level. But present day platforms like Instagram has made Images to be real time publishing and easily accessible.
Video: Videos became an integral part of Content after the invention of Television. People started consuming video content through Television. Because of advent of Internet and Video platforms like Youtube, Vimeo, Brand websites, news websites. So these videos which communicate some information will fall into that category.
Animation: Animation came into existence when people started to look beyond still-image comics. First animated film made on standard motion picture film was Humorous Phases of Funny Faces in 1906 by a newspaper cartoonist J. Stuart Blackton, who eventually became one of the co-founders of Vitagraph company. Since then animation came in various forms, like small gags, saga series, movies. Many companies started using Animation for getting more engagement with their customers. Now it has become an integral part of company’s branding portfolio capabilities.
Answer to the real Question – What is Content Marketing ?
So as we have understood Content now, we then ask our question – What is Content Marketing ?
Content Marketing is a strategic marketing methodology which focuses on creating and spreading consistent, relevant and valuable content which can help attracting as well as retaining a well-defined audience and driving profitable customer action.
Basically, it is based entirely on the art of communicating to prospects and customers without actually pushing some sales up front. Companies are backing this strategy because they are banking on the long term value which will be delivered to customers in the form of consistent, periodic and valuable information, which will in turn reward them with positive interests and then conversion into sales and business. Many big companies such as John Deere, P&G, Cognizant and Cisco systems are doing Content Marketing. Why are they doing it? Because it delivers.
According to a report by Roper Public Affairs, 80% of business decision makers believe in getting the company information through there published and talked about articles, rather than their advertisements.
So what is there in store for the Marketers here ?
They should come up with different strategies, targeting different kinds of prospects, and sending out a consistent branding message and domain knowledge in terms of various channels and media. This will allow them to grab more market share and in turn making their companies to climb up the Brand Ladder.
Content Marketing – How to Build an Audience that Builds Your Business – CopyBlogger – Content Marketing – How to Build an Audience that Builds Your Business
The Advanced Guide to Content Marketing – QuickSprout – The Advanced Guide to Content Marketing
Social Media Advertising: Why Companies are focusing on Social Media – Social Media Trend – Social Media Advertising: Why Companies are focusing on Social Media
What is Social Media Marketing? – Social Media Trend – What is Social Media Marketing
— GAURAV PRADHAN (@GauravToYou) July 30, 2015