What is Content Marketing?
According to Joe Pulizzi, a content marketing evangelist, author, blogger and speaker:
“Content marketing is 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 profitable customer action.”
Today customers are more demanding and autonomous in researching for information and solutions to their needs; that’s why the slogans of traditional marketing have lost much of their effectiveness. Organizations that use content marketing, on the other hand, position themselves as an indispensable source of information for their prospects.
I believe that the purpose and many of the techniques of content marketing are very applicable to all marketing activities in an organization, particularly in the B2B space and in developing effective white papers, eBooks, roadshows and presentations.
According to Joe Pulizzi and Newt Barrett, “”You cannot hope to implement a successful content marketing strategy without understanding exactly what outcome you require. Equally important is an in-depth understanding of your targeted prospects.”
This phrase is also true for presentation development. Before you open PowerPoint and create slides, you need to know your objective (are you just trying to inform or do you need to persuade?) and your audience (technical, management, administrative staff…) A brain-dump is seldom effective. Always put yourself in the shoes of your audience and think of what they would like to hear.
Therefore, if you want to be in sync with new market requirements, I suggest you do an audit – from a content marketing perspective – of all the outbound content you have.