Content marketing has become more and more important. And nobody knows it like Jesse Noyes of Kapost. Jesse spoke with us about content marketing and how to make it more effective.
“Content marketing” is a term thrown around quite a bit. How do you define it?
I define content marketing as the process of creating, publishing and distributing valuable information that addresses the needs and interests of your target audience. This content is used to attract potential buyers, get them to engage (meaning, take action) with your brand, then move them closer toward purchasing your company’s products or services. This content can be delivered in several formats – eBooks, blog posts, videos, infographics, podcasts, images, interactive media and tons more.
What makes good content stand out from the pack?
Content that truly answers the questions of your target audience. Content that’s useful. That’s the stuff that actually helps your company, because it’s valuable to the right people. That, at its core, is good content marketing.
What are some common errors you see in content marketing?
The “jump right in” attitude doesn’t work, and I cringe when I hear people recommending this approach to brands just getting started. You need to start by building out a strategy. Why? Because creating crappy content isn’t just a waste of time and resources, but it can actually hurt your brand and lose you opportunities. You only have one chance at a first impression with your buyers…don’t make it a bad one with content that doesn’t represent your brand or resonate with your target audience.
What do you wish every business knew about content marketing?
That they need Kapost to succeed at content marketing. Just kidding! Companies think that there’s no way to actually tie content to lead and revenue generation, but I wish that they understood how inaccurate that is. You absolutely can if you know what to track and how to track it. And it’s not only possible, but necessary for getting the most out of your investments in channels, technologies and your content efforts.
Where do you see content marketing heading in the future?
Already, content is the only way to make investments in marketing channels and technologies worth it. And technology will play an increasingly important role in tracking the buyer’s journey, understanding their interests and behaviors, and timing the delivery of content to them. By 2017, Gartner predicts that CMOs will spend more on technology than CIOs, who have traditionally been the largest buyers of technology solutions. As a result, integrations between these technologies will be non-negotiable, and marketing teams who can maximize their investments in these channels, all of which are fueled by content, will win in the competition for buyers’ limited attention and budget dollars.
Keep up with Jesse on Twitter and LinkedIn, and get more of his thoughts on content marketing on his official Kapost blog.