Last week, Joe Pulizzi at CMI posted an article entitled “Where Content Marketing Fits in Your Marketing Plan.”
It’s provides a great definition of what content marketing is (and isn’t) along with thoughts on what content marketing’s purpose should be.
It’s a fairly long piece and while I encourage you to read it, I’ll also summarize what I feel are the most important points.
- Content marketing requires a plan. CMI has done the research and there’s a huge correlation between having a plan for your content marketing and having success as a content marketer.
- Content marketing requires creation AND distribution. You need to promote your content marketing work to get it in front of the right audience.
- Be relevant, be informative. Don’t pitch. (To which I’ll add that you should also be entertaining, if you can, and even if you can’t, show your personality. Marketing is a human-to-human activity, B2B and B2C.)
- Content marketing is frequently the work that drives other marketing efforts. (In other words, you can’t effectively do SEO, social media, or email marketing if you don’t have great content.)
- Content marketing should work hand in hand with PR and other marketing disciplines. (All of which are converging, I would add.)
- Key content marketing precepts can and should be applied to other (paid) marketing approaches like promoted content and PPC advertising.
Even if you decide you’ve got enough of the flavor from this summary and commentary, click through for the Content Marketing Demystified infographic.