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Marketing mini-series Part 1: What is content marketing?

Leading international and Australian Business-to-Business (B2B) and Business-to-Consumer (B2C) companies are increasingly turning to content marketing to raise brand awareness and shape stakeholder behaviour.

Over the next few weeks, BBS will present a series on content marketing to help you unlock the secrets that can separate your business from others.

What exactly is content marketing?

Chances are you’ve already seen, read or listened to content marketing without realising it.

In essence, content marketing is about organisations strategically creating and delivering valuable and relevant content to a defined audience to subconsciously raise their awareness of the services you offer and how you can help them solve their problems.

Importantly, content marketing is integrated into an overarching marketing plan and focuses on ways to an engage with an audience, using content, to drive profitable behaviours.

It’s a significant shift from traditional “push” marketing and advertising to a customer-centric “pull” approach. It recognises that customers don’t care about you, your products or your services, but they do care about themselves, their wants and their needs.

In this way, content marketing is about creating interesting information your stakeholders are passionate about so they actually pay attention to you and your offering.

Where do I start?

Content marketing in Australia continues to evolve.

According to the Content Marketing in Australia 2016: Benchmarks, Budgets and Trends report, the vast majority of marketers said their organisation was using content marketing.

However, only 30% said their content marketing maturity level was sophisticated or mature.

The biggest issues impacting the effectiveness of content marketing is the absence of a clear and documented strategy (only 46% of those using a content marketing strategy said they had a documented strategy) and a lack of resources (including staff and established communication channels) to implement the strategy.

In developing your content marketing strategy, consider how it can support your organisation’s overall business strategy. Consider how much awareness you need to raise for your brand and offering, who your target audience is, and whether you would like to retain customers and/or convert potentials.

If you’ve decided to dip your toe in the water for the first time, just remember it’s not all about you, it’s about your customers.

Next time, we’ll cover the benefits of content marketing.