What Is Content Marketing | Pathmaker Marketing

What Is Content Marketing

Perhaps the best definition of Content Marketing is the one provided by the Content Marketing Institute:

“Content marketing is 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.”

Its Nature

Excellent Content Marketing has three major characteristics.

  • It is valuable
  • It is relevant
  • It is consistent

The more valuable the information (content) that you share, the more likely it is to be read and shared. The best public speakers assume that, from the moment they are introduced, there is nothing more important in the room than what they have to say. The same idea should apply for website content. It should be written in a way that is factual and so compelling that it has the potential to be the most important thing a visitor to your site may read that day.

Relevant content is valuable content directed to a specific audience. The very best content on living well in San Francisco is not likely to be relevant to an association of dairy farmers. You wouldn’t deliver a speech to them about it, because it is not relevant to them. Content is only relevant when it relates to the interests of your target audience.

Consistent content is double barreled: It has to consistently meet quality, value and relevancy standards and is must be delivered continually. That means establishing writing standards and protocols – and conforming to them. The most successful websites have a consistent, content-rich style that seldom changes. The content is valuable, relevant, and editorially scrutinized. Anything less is just words on a page.


Its Purpose

Just like its nature, excellent Content Marketing is able to accomplish three things:

  • Attract readers.
  • Retain a following.
  • Drive readers to action.

“Field of Dreams” is only a movie. Just because you build a website, does not mean that they will come. Research has consistently proven that the single, most important element of attracting and retaining a following on the internet is content. The search engine algorithms are constantly changing and, as they are changing, content continues to become the primary reason for ranking higher in search engine results.

To move to the next step of retaining a following, consistent, valuable and relevant content must be posted on a regular basis.

Rarely, if ever, does an organization’s website exist simply to inform. It exists to engage its followers in some product, project or cause. No website can accomplish that without compelling content.


Put Us to the Test

Pathmaker Marketing employs skilled professionals with expertise in content marketing. Whether you want us to write or edit your content, or whether you want our advice and guidance, we are happy to help. Put us to the test. Check our site. Is our content valuable? Is it relevant? Is it consistent? If we pass your test, give us a call at 800.224.2735 and learn how we can help you do the same.

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