JUST EXACTLY WHAT IS CONTENT MARKETING?
At its core, content marketing subscribes to the notion that delivering quality, relevant and valuable information to prospects and customers drives profitable consumer action. However, content marketing as it is evolving is more or less just another channel for marketers to subject consumers to more of the same old marketing tricks.
HOW DOES KNOWLEDGE MARKETING DIFFER?
Knowledge marketing is not the same as content marketing. For one thing, knowledge marketing was not born out of the advent of social media and therefore existed long before content marketing ever became a hot topic. What you need to know is that there is a vast difference today between what passes for “content” and valuable knowledge and so, content marketing is not helping cement the perception of your leadership in the marketplace. Organizations mostly fail to recognize the value that can come from content developed out of passion and niche expertise, and, locked in a traditional marketing mindset, are at a loss on how to create it.
THE STATE OF CONTENT TODAY.
While we are awash in information and data, there is an absolute dearth of useful, valuable and wanted content, in other words, knowledge. What’s worse, what good content there is, is hard to find amidst this haphazard jumble of trivial information, inane videos and tweets, promotions, mindless drivel, rules, regulations, product information, warranties and the likes. Marketers saw opportunities in the new social media channels and have, in many cases been quick to fill these pipes with anything they could put their hands on or conjure up, never really understanding how to build on the medium to create value and the perception of leadership.
THE “KNOWLEDGE MARKETING” WAY.
The purpose of knowledge marketing is not to spout the virtues of the marketer’s own products or services, but to be the go-to source of information and education for self-identifying audiences and prospects about key sector issues, and topics relating to it, so that educating and engaging the customer in a valuable way results in the brand’s recognition as a thought leader and industry expert.
Endeavour to create content that is unique and valuable and that, above all, adds a voice and point of view to your organization that is unique and that can connect with your audience’s wants, needs and unexpressed desires; creates an entirely new dialogue based on shares values — rather than “following the herd” and pushing brand-created marketing messages.
