Social Media, Marketing and Advertising in Deaf Community!
So, there has been a lot of chatter about content marketing online and I wanted to share the must-have investments every company’s marketing department should implement in 2012 and beyond: Social, content, and mobile. In this article I will be dissecting what content marketing is and what is the difference between social and content.
Social media marketing is simply engaging with customers/users and gaining traffic or attention. But what is content marketing?
“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
“Content marketing is the practice of delivering the right content to the right audience at the right time based on the problem they’re trying to solve and their stage in the buying process. The intention is to create a mutually beneficial business transaction. (revenue for you and problem solved for them)” – Ardath Albee in Lee Odden’s interview on “Secrets of Content Marketing World” – August 29, 2012
In most social media marketing campaigns, the first step is to build direct access to customers/users and to engage with them. Since the time social media came into the picture and marketers has realized how powerful it can be for them, it has become an effective distributor for companies to promote their brands and to arm themselves with the ability to get the content in front of customers/users. Once that happens, it naturally becomes content marketing and usually the goal of content marketing is to improve brand loyalty with their targeted audience. And with brand loyalty comes profitability.
FUN FACT: “88% of brand and agency marketers are using social media for content distribution” (Source: State of Content Marketing, Outbrain 2012).
Okay, so that’s what content marketing is – I get it, I think… Lee Odden developed “Content Marketing Trilogy” in an effort to help marketers to understand content and the connection:
Those connections are Discovery, Consumption and Engagement. How does your target audience discover content and information online? What are they searching for and talking about on the social web? What are their preferences for media, content type and device for consumption? What kind of message or content will inspire your target audience to engage and take action? By answering those questions, marketers can optimize the performance of a content marketing program. – Lee Odden on “Content Marketing 101” – July 30, 2012
– One of the many challenges for content marketers is to build content to fit in the context of the chosen social platform, for instance, Twitter has 140 character limit and a content marketer will need to figure out the content with the goal of getting the message across to customers/users, lead them to their site in less than 140 characters.
– Another challenge for a content marketer is creating content, agencies would sometimes pair you up with a creative or marketing associate to come up with new content according to the content marketing plan that has already been in place.
See additional challenges content marketers are facing.
So we have content marketing and social media marketing, what’s the difference? Center of gravity.
“In social media marketing, the center of gravity — the focus of the marketing activity — is located within the social networks themselves. When marketers operate social media campaigns, they are operating inside of Facebook, inside of Twitter, inside of Google+, etc. As they produce content, they place it inside of these networks.
In contrast, the center of gravity for content marketing is a brand website — whether it be a branded URL like AmericanExpress.com or a microsite for a brand’s specific product, like Amex’s Open Forum. Social networks are vital to the success of content marketing efforts, but here, Facebook, Twitter, and Google+ are used primarily as a distributor of links back to the content on the brand’s website — not as containers of the content itself.” – Toby Murdock, Content Marketing Institute – February 27, 2012
There has been exponential growth in social media (engagement with user, # of Likes, # of Retweets), content marketing has become a must-have investment to successfully promote a brand and lead customers/users to their site in making a purchase (ie: create tailored landing pages with dedicated promotional codes).
Social Media + Content Marketing = Brand Loyalty and Profitability
Don’t forget Mobile, one of the three must-have investments. I’ll be sharing this with you in my next article.