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Author: Kevin JorgensenStarted my career as an engineer because I enjoy mastering the way things work but quickly learned that people are much more challenging and interesting than machines. Having content on a site may seem to be not too much of a big deal, but you would agree to the fact that if there is no quality content on a site it can cut its story short. If you can understand the role content plays in the global marketing sphere, you will understand why it is not only marketers who can’t afford to ignore it.
In fact, content marketing can be described as a bigger approach that paves path for a business. From smartphones to tablets and desktops, users have access to different types of content almost everywhere like website content, blog content, promotional ads and so on. For this to succeed, your content should be interesting and helpful that can win the trust of your target audience so that they read it further and visit the site again.
However, it is important that you don’t waste people’s time by offering them bad or poor content.
You need to understand that the audience does not like to stay, if the content does not resonate with their interests or does not stir their curiosity to read any further. According to Nielsen Norman Group, users tend to leave a page within ten to twenty seconds if they do not find anything relevant on a webpage. In addition to offering a great user experience, great content has several SEO benefits although great copywriting should always be the primary focus. It is the art curator who first creates the perception about an artwork among the audience even before the artist does. There are many brands that understood the mileage of content marketing and used it to gain great benefits out of it in a timely manner.
For many successful brands – Intel, Virgin Mobile and American Express, to name a few – content has been a great help in connecting them easily with their consumers. Every brand aspires to bring sales on their way and become a major profit-earning business. By now, the global marketing industry is already spending over 20 percent of its marketing budgets on content marketing, and it is yet to grow in the coming years. Content marketing means creating impressive content and sharing it with the audience to help them know you. About Alan SmithAlan Smith is an avid tech blogger with vast experience in various IT domains, currently associated with SPINX Digital Agency, a Los Angeles, California based website design, web development and internet marketing company. Usability Geek is a Usability & User Experience (UX) blog that provides practical and useful information.
Our readership comes from various fields including those of Usability, User Experience, Human Computer Interaction (HCI) and Information Architecture (IA). Target audience: Nonprofits, cause organizations, foundations, NGOs, social enterprises, businesses, educators, journalists, general public. The key is to offer your audiences content that’s so good and so useful to them, they keep coming back for more – and telling their friends. 4Keep it exciting. Look for ways to give your audiences useful information in a variety of forms — written, visual, online, through social media. Dennis Fischman helps organizations tell their stories, win friends and get support they need.
I find it really helpful to create a persona, or profile, of someone who represents the audience I’m trying to reach.
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We had this graphic on a Post-It note in our office for months and published it in March 2012. Though we're fans of Eloqua's Content Grid, which inspired this, we think it's a little too 'B2B' orientated, and their v2 is pretty complicated.
Our matrix, is structured to help you think through the dimensions of different content based on how your audience might think and what you're trying to achieve as a business. When reviewing the potential of each content type, you should also think about its potential to attract inbound links to your site to help with SEO.
We've grouped all our infographics as a free download if you'd like to print or view enlarged versions. For our round-up of all the Smart InsightsA infographics we've included a spin-off from our original 2012 Content Marketing matrix based on a collaboration with Hubspot to create a Content Marketing Planning Template. I have to say that I love this content matrix and it has certainly pulled things into sharp perspective! I’d say that often B2B is bottom left quadrant = play it safe, but the matrix should prompt marketers to think more top left where there is likely to be more cut through. Thanks Anna – glad to inspire at the right time and the comments inspire us to create more similar tools. Normally I just read this content from my RSS, but I wanted to follow through to this post and comment to let you know that this is fantastic! Image credit: world view editingWhile tractor sales were certainly a nice side effect of John Deere’s unique outreach, it wasn’t an explicit goal.
In fact, we have already highlighted how usability and online marketing overlap in some areas.
With the help of quality content, the audience gets to understand a brand, know about its products and services, and get interested into it.
This is one good way to keep the audience well connected to your site and not disappoint them when they visit on it next time. Good quality content helps in the making of a brand by establishing it and allowing the audience to look through the brand, its products and services. Everyone values time and no one would give a damn to content that is not returning them anything in the exchange of their time ‘wasted’ into reading it.
Likewise, the first impression about a brand is passed on to the audience through its content on the site.
By the time these established brands have presented their innovative concepts, they knew that they had kicked off their sales and probably leading the market.
If you are a digital marketer, you understand the importance of using content marketing for the benefit of your brand.
You’re trying to get people to volunteer their time and donate their money – but you can’t even get them to pay attention.
What if, instead of your bidding for your supporters’ attention, they came looking for you?

You’re already doing marketing any time you communicate with a specific group of people to move them toward taking an action you desire. It’s so easy to delete your email, ignore your press release, toss that annual report or printed appeal letter into the recycling bin. This includes this simple Content Marketing Planning template below which has a plain background to enable you to compare your current approach to future approach. I’m not sure I think evrything is quite so mutually exclusive, but visually it works great. Throughout much of the 20th century, brands began to engage more and more in distributing free content with a stated purpose of providing value to their customers. Thus, content marketing helps in exposing a business for its audience to know it, and generates effective brand promotion for it.
Therefore, always focus on delivering interesting content to your audience and convince them about your brand. Therefore, publish valuable content that gives your audience quick updates about your brand when they visit your site.
With the help of great content, you can connect with the online audience and promote your products and services for sales. Coca Cola is a great example to follow, especially in the way it continuously tells exciting stories to its audience, keeping them enticed. This way of marketing comes as an easy way of attracting the sales leads by the way of creating innovative stories of your brand.
The Content Marketing Institute lists 26 ways to produce content, from research reports to online games.
Most people will do just that – if they see your outreach as just another claim upon their time.
A We created it to help your own brainstorming on content ideas to engage customers and encourage sharing. Jello published free recipe books, Hasbro sponsored comic books, and Proctor & Gamble sponsored serial radio dramas (which is, in fact, where the term “soap opera” originated).
Content is becoming the most robust yet candid part of the global marketing industry and giving both fun and information to the customers. Many professionals have confirmed that both marketers and the audience have severely suffered due to lack of good content.
Regularly posted, new and impressive content has the ability to tone up with the regular customers and retain them for a long-term.
Users visiting your site want valuable information that can generate their trust in your brand and help them buy. Depending on the quadrant(s) that you feel drawn to for your audience, it offers a starting point for your ideas generation.
However, for the sake of any purists reading, Pulizzi himself coined the term in around 2001, to describe the increasing phenomenon. While the practice wasn’t exactly new, brands were dealing with the fact that consumer trust in paid advertising had begun to plummet. If you’re an online newspaper publishing reams of content every day, are you a content marketer? If you’re blogging on your website three times a week, are you doing content marketing? You had to earn trust and respect, not push your product, when it came to your marketing messages.
If you’ve religiously published one new whitepaper, eBook or webinar a month for the past year, are you a content marketer? Because you use Google Analytics, Hubspot or one of the other marketing software platforms, does that make you a content marketer?
While the terms are distinct, there’s variation in how they’re used, even by leading professionals. While both inbound and content marketing are relatively new practices, they’ve both won some serious proponents (and probably a few detractors) during their years in use.
For the sake of simplicity, I’ve chosen to go with HubSpot and Joe Pulizzi of Content Marketing Institute’s own definitions of the terms: “Inbound marketing focuses on creating quality content that pulls people toward your company and product, where they naturally want to be.
Simply Googling the phrase will bring up search results with strong opinions on both sides. By aligning the content you publish with your customer’s interests, you naturally attract inbound traffic that you can then convert, close, and delight over time.” – HubSpot “Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” – Content Marketing Institute Noticing a bit of a trend here?
It’s a set of actions, executed in a specific sequence, designed to create a singular, repeatable result. To help you become an informed marketer (or debate participant, your choice,) we’ve curated a comprehensive history of the practices, as well as highlighted the differences and similarities, and some insight on how you can apply these tactics at your business:History of the TermsBoth inbound and content marketing rose to prominence for the same reason, which was a rapidly shifting landscape of consumer behaviors. While mass email messages occurred as early as the 1970’s, it wasn’t until the mid-1990’s that internet usage at home, on personal computers really began to take off.
Jack Liu reports that in 1994, corporate spending on internet marketing was close to nothing. That’s not to say that content marketing isn’t a practice designed to support the sales process, because it certainly is.
So simply banging out blogs a few times a week on whatever topic happens to catch your fancy – even if those topics happen to be relevant to your business, school or non-profit, isn’t content marketing.
However, a mature inbound marketing program will include lead scoring and lead nurturing, so the sales team is only receiving high-qualified leads. When a company like HubSpot publishes a statistic that demonstrates a positive correlation between blogging frequency and the number of leads generated on a website, there’s an important piece of information missing.
As consumers began to unlock the wonders of electronic messages, and navigated websites pre-search engines, some of the very sharpest marketing minds (including Gary Vaynerchuk) realized that this internet thing was going to be huge. While high-quality content can certainly help in this process, few purist content marketers I’ve encountered address the idea of sales-marketing alignment regularly. The blogging that generates more leads has to be created and published in a specific way to achieve that positive correlation. Also, some could argue very easily that content marketing is only one component of an inbound marketing strategy. Simply producing more content, which might be the conclusion you draw from published statistics, does not make you a content marketer and does not help you generate more qualified leads.Roles MatterAnother important part of the definition of content marketing is the different roles that content plays. Over the past 20 years, the internet has slowly overtaken the way consumers interact with brands. An advanced inbound marketing program will include data-based customer models, the application of decision science in order to progressively profile leads, and things like marketing experiments for conversion optimization.
Some content is designed to attract visitors, some to engage prospects and some to qualify leads.

These fast-shifting behavior patterns have rendered many forms of traditional marketing a lot less effective than they used to be.
While all of these involve content, they’re not really content marketing because they’re analytics-based models for the sole purpose of internal program improvement. The more focused a piece of content is on one of these jobs, the more useful the information that you gather about how people interact with it will be. Where there is a consumer there’s a marketer- hence the explosion of inbound and content marketing methodologies.Inbound MarketingThe absolutely official explanation for “inbound marketing” is that it was coined by HubSpot co-founder Brian Halligan in 2005.
One-size-fits-all content is a no, no.If you’re constantly creating content that only performs one of these functions, you’re not doing content marketing. Within a year of developing the idea, Halligan and MIT technologist Dharmesh Shah had founded HubSpot, a cloud-based service that aimed to provide everything marketers needed to launch a comprehensive, permission-based marketing strategy. For example, if you only write content about general topics in your industry or cause and never create content about your specific branded solution you may be attracting visitors but you’re probably not doing much to generate leads… and you’re not doing content marketing. While this concept has evolved significantly over a decade, at its core, inbound marketing is about attraction – pulling your prospects towards you, instead of pushing your message. A classic case of this kind of content myopia is the content creator whose content only speaks to their branded solution.
A typical inbound marketing strategy may include content creation and distribution, via blogging, social media and email marketing, in order to generate, nurture, and close leads.
What about a branded magazine that’s sent via snail mail (Content Marketing Institute publishes a fabulous one)? Their content always talks about how great their solution is, how it beats the competition hands down etc. Mechanical Harvester Inventor Cyrus Hall McCormick used educational methods to drum up interest in his farm equipment, as opposed to more traditional paid advertising. This type of content reads like an advertisement… the problem is that no one reads advertisements… and this type of content, as a result, is largely ineffective.Another common way that marketers falsely convince themselves that they are doing content marketing is by simply creating different types of content because someone told them they should or that video was better than blogging etc.
Some of the world’s sharpest brands, including General Electric, began moving towards more equal relationships with their customers around the 1950’s and 60’s, by choosing to integrate their customer feedback into their product development lifecycle.Content MarketingLeading subject matter expert Joe Pulizzi believes the idea of content marketing was first put into practice in 1895 by John Deere, one of the world’s first brand publishers. Just because you have blogs, a few webinars, an eBook and a video on your website does not mean you’re doing content marketing. Or developing a transactional relationship with digital influencers, who will in turn promote your product? If you’re doing content marketing right, you’re creating the appropriate types of content to attract visitors, engage prospects and qualify leads and offering it to the people learning about your company, school or non-profit at the appropriate time.
However, they definitely don’t fit into the inbound model in it’s very purest form.What Does this Mean for My Company?Let’s get one thing completely straight.
When practicing content marketing, the appropriate time is defined both by the process and by the person consuming your content. Regardless of whether you choose to go with inbound vs content marketing, a hybrid of the two practices, or a program completely of your own design, you’re going to need to create content. In content marketing we use the concept of a funnel to visualize how people move from a more casual, less engaged relationship with our value proposition to a fully qualified, engaged relationship, ready for sales follow-up. Content to attract visitors to your website, convert them to leads, and educate them on their purchase decisions. While the concept of a sales funnel has been around for generations in content marketing there are some new twists that help the marketer identify the level of engagement and know what types of content to offer. Blogs, eBooks, and whitepapers to improve your SEO, and engagement on your social media channels. Content marketing is at the heart of any effective modern marketing strategy, and we’re absolutely living in an era where it’s crucial that brands are also publishers.
However, every organization has got to make a decision about how they target and distribute this content, aside from the whole inbound vs content marketing debate.
Simple.Let Your Funnel Be Your GuideIn the top half of the funnel, visitors are consuming content on general topics related to the industry you’re in. Prospects in the top half of the funnel are learning about alternative answers to the questions they have.
Does your content include enough information for your current customers, or existing leads? For example if you are marketing running shoes for Acme company, in the top of your content marketing funnel, you’re attracting visitors with content that speaks to the general topics that people in the running community are concerned about. All of these questions, and many more, are what actually take your marketing program from theory to effective practice.So, what’s the consensus on inbound vs content marketing?Regardless of which side of the fence you fall on in the inbound vs content marketing debate, I think one thing’s pretty clear.
The people in the top half of your funnel are simply gathering information and if you’re providing it, you are becoming their go-to source. In my professional opinion, the worst thing you can do is adopt inbound or content marketing at the total exclusion of the other.
If you’re doing inbound, don’t dismiss pay-per-click advertising simply because it doesn’t fit into your model.
How you make the offer might be in a webinar, video, white paper… some sort of premium content that requires a person to identify themselves… on a form. Similarly, content marketers shouldn’t try to improve their communication and transparency with the sales department simply because it’s not often discussed in content marketing circles. The only way to determine what’s going to help you exceed your KPIs as a marketer is research, testing, and the ability to pivot quickly.
Fail fast, and improve quickly.Do you think there are any significant differences when it comes to inbound vs content marketing? The reader has told us they are specifically interested in my brand of pronation solution for runners.
Now it’s time to qualify that interest with content designed to address potential objections to my solution… objections like, you’re too expensive or you take too long to deliver or your packaging doesn’t offer this particular combination of features. How a prospect consumes this qualifying bottom half of the funnel content ultimately tells your sales person what she or he should focus on in a sales call, which is typically the offer at the very bottom of your funnel where you have a fully engaged, qualified lead.
And that’s what content marketing is all about, right?So you’re probably starting to get the picture that there are many, many ways to do content marketing wrong (and be convinced that you’re doing content marketing) and only one way to do content marketing right. Whether you’re an inbound marketing agency, a frustrated marketer who needs structure around the content creation effort or someone aspiring to do content marketing, The Content Marketer’s Blueprint will help you achieve your goals and Innovative Marketing Resources can create one just for you.

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