“Content Marketing is the only marketing left.”
Those words were spoken by noted marketing guru and entrepreneur Seth Godin several years ago, and ring true today more than ever before. I don’t believe the idea behind that statement is meant to be adversarial toward other disciplines of marketing, but rather an acknowledgement that content permeates every aspect of marketing communications. Content is more than just the written word; it can encompass video, podcasting, webinars, illustrations and much more. As such, content is the driver behind most any marketing initiative.
And brands and marketers are already realizing this. According to the Content Marketing Institute, 69 percent of marketers are creating more content now than they were a year ago. Further, 75% of B2B buyers rely more on content to research and make B2B purchasing decisions than they did a year ago, according to a DemandGen report.
So for many companies, content marketing is on their mind, but they may not realize the breadth and scope of what it entails. Content marketing doesn’t mean only a blog or a whitepaper – though those are important components for sure. Here are just a small smattering of the wide range of possibilities in the content marketing universe.
Webinars: Webinars can be a great way for a company to present itself as a thought leader in its industry. As many studies have shown, buyers today do not want to be sold to in a traditional manner; rather they are more likely form a relationship with a business they see a trusted provider of useful information. Doing a webcast in conjunction with an established editorial brand is a great way to demonstrate thought leadership, but hosting it yourself can also be effective.
Write a book: This can be not only an informational e-book related to a product or service you offer, but an actual book. Yes, you read that right! Many businesspeople author books on their topic of expertise, and then use them as a tool to promote themselves as industry experts. With the rise of self-publishing options out there, writing a business book has never been easier.
Comic Book: We’re not talking about your friendly neighborhood Spider-Man here; comics can educate buyers as well as entertain audiences. Joe Pulizzi, founder of the Content Marketing Institute says some B2B companies have produced comic books that inform their potential buyers on how to use their products. While it could be a bit more expensive to produce, a comic book is surely a piece of marketing to make your company stand out.
Those are only a few of the dozens of ways content marketing can be put into action. Let us know your ideas in the comments section below, and if your company is interested in learning more about the wide world of content, please feel free to get in touch!