Content marketing is a major topic of conversation at our agency and with our clients. Brands are investing significant resources to essentially become online publishers and the resource for all things related to their business, products and services. The content marketing conversation about how to do it, who does it, how do people find it and what content to produce and/or curate is an extensive one. But after a discussion this morning, I realized that there are some basics about content marketing that we need to know as communications professionals when we are explaining the “what” and “why” of content marketing. Here is my “at-a-glance” guide for getting the content marketing conversation started:

What is content marketing?

  • Communicating without selling. Instead of pitching your business, deliver information that makes your audience more intelligent.

Why content marketing?

  • Search engine optimization
  • Building long-lasting relationships with customers and prospects

What are the key elements of content marketing?

  • Relevancy
  • Quality
  • Freshness

What is the ultimate goal of content marketing?

  • Shares of your content (which leads to increased reach)

It is not easy to do, but worth the investment. Now, get started creating that content!