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Content Marketing Made Simple: A Step-by-Step Guide

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Do you know what this is?

 

This, my friend, is one of the greatest examples of content marketing of all time.

I bet, when you hear “content marketing,” you think about blogs, Twitter, Facebook and viral YouTube videos.

But, it’s been around far longer than the internet.

Why?

Because content marketing is all about storytelling – and humans have told stories for as long as they could speak.

Our attention will always go to those who tell great stories. That’s the reason why in 2015, blogs, like the one by Tim Ferriss and movies, like Jurassic World, do so well – and why Kevin Spacey is a keynote speaker at a marketing conference.

When Hasbro and Marvel cooperated to launch their comic book series, “G.I. Joe – A Real American Hero!”, in 1982, their marketing strategy was simple. What they wanted was to create what Kenner Toy Company’s Star Wars action figures already had – a rich back story for their action toys.

Within 2 months of releasing the first comic book, about 20% of their target audience, boys between the age of 5 and 12, had 2 or more G.I. Joe toys. And, the comic book only had 2 stories.

7 years later, the series was one of Marvel’s strongest titles and 2 out of 3 boys in the same age category owned at least one G.I. Joe action figure.

How’s that for using content to market a product?

A lot has changed since then and what worked back in the 80’s won’t necessarily work today. However, with new marketing channels, such as social media, popping up almost daily, opportunity is knocking.

So, let’s take a look at what content marketing means now in my content marketing guide.

Definition

According to the Content Marketing Institute, content marketing is defined as:

… a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.
Their definition is solid, in my opinion, but could use some clarity.

It means that content marketing is a long-term strategy, based on building a strong relationship with your target audience, by giving them high-quality content that is very relevant to them on a consistent basis.

Eventually, when customers make a purchase decision, their loyalty already lies with you and they will purchase your product and prefer it over competitors’ options.

In contrast to one-off advertising, content marketing shows that you actually care about your customers and today, more than ever, they want to feel cared about, because the world is louder and noisier than ever before and attention is our most valuable resource.

Keep that in mind, while we take a look at what types of content marketing there are …

Read the full article on: Content Marketing Made Simple: A Step-by-Step Guide


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Kirk

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