For a recent blog posting on the International Association of Business Communicators (IABC) Phoenix Chapter website (www.iabcphoenix.com), IABC member Katarina Kovacevic interviewed Elise Redlin-Cook, content and marketing manager for Vertical Measures of Phoenix (www.verticalmeasures.com) about content marketing. Vertical Measures specializes in Internet Marketing, helping clients improve their online presence and obtain higher search engine rankings.
Kovacevic writes, “According to Elise, content marketing is an umbrella term that encompasses different marketing formats meant to engage and compel consumers through the creation and sharing of useful content.” The unique aspect of the new thinking about content marketing is to share information with customers, making once sacred and secret information available to everyone. Redlin-Cook noted content marketing talks of delivering high quality, relevant information to consumers so they can make educated decisions and help improve company profitability. Loyalty and increased brand recognition are proven benefits of this concept. Add decreased customer services expenses, greater retention and more leads and you’ve got a winner of a concept.
Sharing information, openly and transparently, is at the heart of content marketing and it has proven remarkably productive, according to Redlin-Cook. “The notion of sharing content as a means of persuading decision making has driven content marketers to make their once proprietary informational assets available to the masses,” she commented in the Kovacevic interview. She pointed out marketers do thorough research on target consumers needs and problems, create information that addresses the needs and then share it on any and all media channels. Marketing pieces can be print newsletters or magazines, email marketing, websites, micro-sites, white papers, free guides, webinars, audio, podcasts, video and even in-person events. “The motivation behind content marketing is the belief that educating the end consumer ultimately results in the brand’s recognition as a thought leader and industry expert, thus an increase in sales can result,” Redlin-Cook commented.
She thinks content marketing serves social media and social media supports great content as another distribution channel for information. To her, social media is a communication tool for content marketing and it can be a powerful one. Kovacevic writes in her interview with Redlin-Cook that Cook said nine out of ten organizations market with content using eight content tools with the most popular being social media (excluding blogs), articles, in-person events and e-newsletters. She urges marketers to seek training in the discipline of content marketing so they become confident in the tactics to use and learn how effective they are.