content marketing

In the third of our four-part series we chat to Scott P. Abel to find out what content marketing is really all about.

What is content marketing? Content marketing is a technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.

What are the biggest mistakes made in content marketing? The biggest mistake organisations make when attempting to implement a content marketing program is failing to start with a content strategy. Content strategy is the analysis and planning to develop a repeatable system that governs the management of content throughout the entire content lifecycle. Without a content strategy, content marketing is not likely to be efficient or effective.

What are the biggest difficulties for companies? Organisations are jumping on the content strategy bandwagon because it’s a hot topic. That is not a business reason, however. But, in organisations that think it through, that have clearly identified, measurable goals, content marketing is an approach that can help them engage with prospects and customers alike.

What’s the problem? In a word: Silos. Customers expect a unified and consistent experience. But, most brands aren’t set up to deliver what customers expect. Silos get in the way. They damage brand. They negatively impact loyalty. They do nothing to increase sales.

Scott P. Abel (@scottabel) is a content management strategist and social media choreographer. He is the founder of San Francisco-based site, The Content Wrangler, which provides information to professionals on content management.


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