In the course of working with brands across the business landscape, a few questions come up time and time again. What is content marketing? Why is it important? Who should care? What should they do about it.
It reminds me of the classic journalism approach of answering the who?, what?, when?, where?, why? and how? questions to get to the bottom of every good story.
So here is my attempt at answering those basic questions.
Who needs to worry about content marketing?
Content Marketing is the process of continuously publishing content that people want (vs. advertising that attempts to interrupt the content people want) to help connect your brand to its audience. The key words are highlighted: continuous, publishing, customer-focused content that leads to quantifiable brand value.