This IPP Content Marketing Series: Be the Most Valued Provider (MVP), hopes to offer an entertaining, informative and memorable insight into this whole idea of content marketing.
It might seem crazy what I’m about to say next ….. but I can’t tell you what content marketing exactly is. Content marketing as a concept isn’t definitive. How we define and understand concepts is relative to our approaches and practices.
At IPP, content marketing is customized or personalized education, by combining the interests of consumers with the product offerings of our clients.
Joe Pulizzi, who is said to have coined the term ‘content marketing’ will describe it another way and other ‘experts’ based on technological evolutions may add their variations.
HOWEVER, WHAT WE CAN ALL AGREE ON IS THE INTENT OF CONTENT MARKETING – ATTENTION FOR RETENTION
What is expected of the business using it?
- Businesses are expected to present the product in an entertaining manner, give information and, make the product memorable to drive sales.
What is the expectation of the consumer having been exposed to content marketing?
- Having been exposed to the product via content marketing strategies, the consumer should have been entertained, given relevant and useful information about the product and, had such a personal impact that it was so memorable to cause purchase or use.
Did you see what just happened there? The aim of this series reiterates what content marketing should do. It should entertain, give information and make the product memorable.
HOW CAN YOU BE THE MVP?
Businesses must aim to be the MVP for their niche markets:
Interestingly presented truth gains loyalty, not fluff. Tell the story of your product well, don’t give fairytales.
One-size fits all blasts can’t and won’t work. Relevant and useful information must be given on a consumer-to-consumer basis
Know that content marketing isn’t the same as social media marketing. Social media is merely a distribution channel used in content marketing
Create valuable content using infographics, blog posts, memes, ebooks, case studies, testimonials, videos or even a combination
Coming next in our IPP Content Marketing Series, we will explore the history of content marketing. Did you know that 1895 was the birth of content marketing, with a customized magazine? That’s 119 years ago ….. I thought this was a new concept, didn’t you?
Until then ….. What is your definition of content marketing? Do you know any MVP that is using content marketing? Share it with us!!!