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19 Jun 2013

This Is Not Content Marketing [VIDEO]

Q & A Video

Content marketing is the hot topic nowadays, and everyone seems to be jumping on the bandwagon. We can’t argue that this is a bad thing, since we know firsthand the power of content marketing to gain new clients and customers in addition to giving your brand authority and relevance. But, we also must share the warning that there are things we’ve seen out there in the interwebs that are NOT content marketing. Watch the video to find out a few of the things to avoid when putting together a content marketing strategy. Also, take a look at the free guide we just released discussing the flip side of this topic: “What Is Content Marketing?”

Transcription

Hi. I’m Arnie Kuenn with Vertical Measures. It seems today everybody is talking about content marketing. Everybody is a content marketer. But today I want to talk to you about what content marketing is not. Content marketing is not coming up with a random idea for a blog post and writing it and throwing up that blog post tomorrow morning and then not blogging again for another month or two. Content marketing is not suddenly remembering that you might have something good for a press release, writing that press release and pushing it out, and then not doing another one for another two or three months.

Infographics are really popular today. But content marketing is not coming up with an idea for an infographic, publishing it, and then not having a strategy behind marketing it, promoting it, and so on. And even why did you create the infographic begin with?

And lastly content marketing is not sharing the latest cute picture of a cat on your Facebook page just because everybody seems to like cats.

What content marketing is, it’s a thought out, planned out, continuous process. If you can get to the point where you have established an annual and then a detailed monthly content editorial calendar, you are well on your way. But what you need to do too is think about the kinds of content you want to produce. In my opinion and most content marketer’s opinions that have been successful over the last two or three years, it’s producing information that your clients are looking for online. What is it that they’re searching for? Have you created content that answers those questions? If you’re doing that, you’re doing it on a consistent basis, maybe two or three times a week, which I think based on a lot of studies is kind of the goal you need to have as a minimum no matter what size business you are, if you get to that point, you really are a content marketer.

I’m Arnie Kuenn with Vertical Measures. Thank you.