Digital Marketing: Know the Dynamics of Content Marketing - dummies

Digital Marketing: Know the Dynamics of Content Marketing

By Ryan Deiss, Russ Henneberry

Content marketing is an essential element of digital marketing. At its core, the Internet is a place where people gather to discover, interact with, and share content. Whether that content is a funny cat video that gives you a much-needed laugh, an inspiring podcast about a single mom surviving cancer, or an article teaching you how to fix a leaky faucet, content is what people crave.

Engaging with valuable content is a natural, or “native,” experience on the Internet. People are drawn to content that teaches them something, inspires them, or makes them laugh or cry, and people share and talk about content that has provided them some form of value.

With the low-cost (or no cost) of publishing platforms such as WordPress, YouTube, and iTunes, even the smallest of brands can produce content for the web. This ease of publishing, however, is a double-edged sword because the constantly changing nature of the Internet requires the rapid production of content. Although your brand stands to reap the enormous rewards associated with content publishing, doing so without a plan can lead to frustration.

People have a nearly insatiable demand for content on the Internet. According to the most conservative estimates, every minute more than 1,000 blog posts are produced and 72 hours of new video are uploaded to YouTube. This glut of content underscores the importance of proceeding with content marketing only after you have made a plan, because you must create quality content to cut through the noise. And quality demands a plan.

Without a plan, your content assets still have a chance to go viral, but that’s more than likely to be the result of dumb luck. A plan helps to ensure the success of your digital marketing campaign.

Marketers often confuse the term blogging with content marketing. Although blogging is a powerful and versatile content marketing channel, it’s only one part of a well-balanced content strategy. If you’re among the many marketers who blog with no clear direction, you should commit a few hours to designing a content plan before writing another blog post.

Well-executed content marketing includes planning what content you will produce, for what audience, and for what purpose. Many companies and personal brands that are frustrated with digital marketing can trace that frustration back to the time-consuming act of creating content with no clear audience or objective. You’ll find the entire process much easier and much more lucrative when you have a good sense of your direction.