Content Marketing: What It Is and What It Isn’t
What exactly is content marketing? It’s a question we hear a lot from our partners, business contacts, and even our family members.
Some people think it’s another term for sales or advertising (nope). Others think it’s about posting funny memes on social media (OK, sometimes!).
A big part of what we do at Mud Mile focuses on content marketing, so we’re here to set the record straight. Here’s our opinion on what content marketing is — and more importantly, what it’s not.
What is content marketing?
If you Google “what is content marketing,” you’ll find about a million different definitions. We like this one from the American Marketing Association:
Content marketing is the strategic creation and distribution of valuable, relevant content designed to attract and engage your target audience.
At its core, content marketing is about delivering value in some way. It might be a video that tells a story or a blog post that answers a question (ahem, like this one). By sharing helpful content, brands can build trust and credibility with their target audiences.
Notice what’s not mentioned in the definition of content marketing? Blasting a sales message. Good content marketing can absolutely drive sales, but it’s more about connecting with an audience.
Which brings us to our next point: What isn’t content marketing?
What content marketing isn’t
There are some common misconceptions about content marketing that we’d like to clear up.
Content marketing is not:
- Random social media posts: Strategic social media content that grows your audience? Definitely content marketing. That blurry photo of the company picnic you posted just to get something on Facebook that day? Not so much.
- Just any piece of content: Yes, content marketing is broad, but it doesn’t cover everything. It’s not a press release announcing a new product or an email blast with the message “buy now!” Content marketing needs to add value for your audience.
- A sales pitch in disguise: This one’s a little tricky, because great content can lead to sales. It’s why we call ourselves story tellers and story sellers. But content marketing shouldn’t feel like a sales pitch in disguise. Your audience will see right through a blog post that’s packaged as helpful content but actually screams “please buy from us!”
Think of content marketing as serving before selling. When you share content that offers value and establishes your brand’s expertise, your audience will come to you when they’re ready to buy.
Do you have any other questions about content marketing? Let us know!