Content Marketing Today - Strategies and Implications
As Seth Godin once said, “Content marketing is the only marketing left.”
Chances are, you’re here because you want to know what it means to deliver rich, valuable content. You want to know what “beyond the blog” means. Or perhaps you’ve simply mistyped “beyond the blob”. But either way, here’s where you can learn about content marketing and what it means to add value to your user’s digital experience in the twentieth century.
Maybe you’ve heard it, maybe you haven’t. The meaning of “beyond the blog” is well put in this marketing article by Joe Lazauskas, where it says, “We need to go to where our readers are and create content that’s made for that network.” Websites aren’t just going to cut it anymore. There are a variety of platforms that people are constantly on, and if organizations want to reach out to their target audience effectively - where the audience wants it, thus, how they want it delivered to them in the “language” they speak.
Maybe Mr. Smithers is on his Twitter. Maybe he’s listening to a podcast on his phone? Find him!
Like I said, website aren’t going to cut. “Hub-and-hub” means that people are going less to the company website (a hub), but rather, going to other social platforms and engaging with the content there. With the increase of mobile devices, Flurry Analytics state that 85 per cent of users spend time in an app. The way we consume media is changing, and thus, content strategy must change as well.
What does this imply for marketers? Brands must create “‘channel-exclusive content’ specifically for each platform” (Lazauskas). Think of it like this: Having a book signing event in the forest will not do since, well, bears can’t read! Like so, marketers must be in the right place to converse with their desired audience. They must learn the language and all the little quirks of each platform because that’s content marketing today - you want to be where the people are!
I believe the ultimate goal as marketers is to initiate, facilitate, and re-create meaningful conversation with the community - on the platform they’re on, and thus, in the language they speak. Make yourself fluent in the vast array of platforms people are actually spending time on. Oh, and please, don’t have book signing events in the forest.
