(will someone just hurry up and make a browser plugin that allows me to mouse-over stuff and One-Click-Buy thru Amazon?)
The bottom line is that there is only one true branding mechanism online and that’s content marketing. What makes me so certain? Well, for starters, content marketing enables brands to share their story in long form and in their own words. An incredible sea of change in the way information is shared and distrbuted online means that for the first time ever, any brand can create its own content affordably and at scale. The story can come in the form of blogs, articles, reviews, ebooks or videos. It can be low-cost or it can be professionally produced. But let’s be clear: we’re not talking about ads! It’s real, interesting content that delivers informational or entertainment value.
Content marketing is a strategy with two obvious pillars: content and marketing. ‘Content’ means the creation of original content or the curation of content for the benefit of your audience. ‘Marketing’ means getting people to discover and engage with your content.
The good news is that there’s already plenty of inspiration to draw from. Just check out some of P&G’s content sites, such as BeingGirl.com, Man Of The House and Home Made Simple. Browse the great recipes at General Mills’Tablespoon.com or Kraft’s KraftRecipes.com. Get some quality advice from Liberty Mutual’s Responsibility Project or the Allstate blog.
Just like search was a decade ago and social was five years ago, content marketing is the next digital media revolution.