What is Content Marketing?
Looking for a definition of content marketing – perhaps for a client or executive presentation?
Content marketing is the art and science of creating web content that informs, entertains, and converts to reach and engage your audiences.
The art of content marketing is in the beauty and quality of the writing itself – its voice and ability to speak to an audience in a personal and compelling way. To do that well, you not only need good writers, you need writers with subject matter expertise, and you need strong editors. We all have fallen prey to the saying from the movie “Field of Dreams”: “If you build it, they will come.” But, in reality, that is not how it happens. To excel at the science of web content creation, you need a technology framework to adhere to the 3 S’s of successful content.
Content has to be Searchable
With more than 100 billion global searches on Google every month, you have to build search optimization into your writing – from the start, not as an afterthought.
Content has to be Snackable
Recent studies suggest that the attention span of adults has dropped from 12 seconds in 2000 to 8 seconds in 2012. People are busy and many are consuming their content on devices that are designed for short snackable bits of information. How often do you have a seven-course meal? Not often — you most likely snack several times a day. The same holds true for web content. People will consume long-form content from time to time. But you want to keep them coming back for their daily “snacks” of information.
Content has to be Shareable
If people find information they like, they will share it on their social networks. Facebook reports that people Like and comment on content on Facebook 3.2 billion times a day. Every time you create an article, infographic, blog, or video, ask yourself if someone would find it interesting enough to share — and if the answer is no, start again.
If you are interested in digging deeper into the latest trends and best practices in content marketing and content production, we invite you to read and share the eBooks, blogs, and videos available in the Content Marketing Resources section of our site.