content marketing what is

content marketing what is

Content marketing is a marketing discipline that involves the creation and distribution, by a brand, of media content in order to develop its business. This informative content, useful or entertaining, can be presented in the form of news, videos, white papers, digital books, computer graphics, case studies, practical guides, question and answer systems, photos, forums, company blogs, etc.

Content marketing combines a brand communication logic with a traditional media offer.

Content marketing, which is used more in the BtoB field, is aimed more at prospects with a commercial focus, while brand content considers content as an emanation of the brand and is aimed at different audiences.

Content marketing is particularly developed on the web where it differs from traditional advertising, which consists of displaying advertising messages in the form of banners on websites. In particular, companies write real storytelling scenarios on their sites broadcasting on social networks where they can engage in a real conversation with their fan community or customers.

Purposes

Content marketing does not focus on sales, but on communicating with customers and prospects through programs that promote elements of the brand's capital (e.g. social responsibility, cultural heritage, ability to innovate). This marketing communication is thus distinct from advertising that must sell (spot, banner advertising, product placement) or sponsorship that provides visibility for a brand. In the same way as for advertising, it is possible to measure the return on investment of a content strategy, the ultimate goal of which is to generate a business opportunity.

History

1895: John Deere launches The Furrow magazine, providing information to farmers on how to be more profitable. The publication, considered the first "tailor-made magazine", is still in circulation, reaching 1.5 million readers in 40 countries and 12 different languages.

1900: Michelin launches the Michelin Guide, offering car drivers information on car maintenance, accommodation and travel tips. The first edition distributes 35,000 copies free of charge.

1904: Jell-O's salesmen go door-to-door, distributing their cookbooks for free.

1987: Lego launches its magazine Brick Kicks