A great deal has been written about content marketing. Nowadays, if we search online for the term content marketing, we will find over 350 million results.
So there is a great deal of content.
But what do we actually mean with these two words, and how can you apply content marketing within your company?
What is Content Marketing?
Content marketing is marketing that is used to make and share media and/or create marketing material.
This could include infographics but also newsletters, videos, white papers, (e)books, guides and images, for example. These are just a few of the many options that a company has when it comes to creating marketing material.
Over the past few years, it has primarily been used in combination with internet marketing, but originally it came from the offline world.
A great example is the Michelin guide, created in 1900. The Michelin guide was created in order to provide the traveller with information to help him as he travelled to his ultimate destination. The idea behind the guide was that the provision of information along the route would mean that more cars would be sold (travelling would become more appealing) and, as a result, more tyres would be sold.
Nowadays, people often think of it in an entirely different way. And when it comes to online marketing, the term is frequently used and abused. Bear the following criteria in mind: