What the heck is it? Ask a dozen different folks on the job, and they’ll all tell you something relatively similar.
The Content Marketing Institute, the go-to resource for information on all things content marketing related, defines content marketing here:
Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.
What stands out most to you in this definition? I think it’s the emphasis on “valuable.” That is what a good, no great content marketer should be able to bring to you, the business. At the end of the day, you want to get your product or message out there – you want that unique fingerprint recognizeed. And that’s hard. We live in a sea of over-saturation, and businesses, no matter how big or small, want to and need to connect and provide worth to their existing and potentially new customers. That is where an experienced and relatable content marketer comes in. Sure, lots of business do this themselves. They are the closest to the goods they are selling. I get it. But I believe that if you bring on a team member for this role, contract or full time, who can get right in there, become that brand ambassador, understand the business as well as add on some new ideas, that there is the sweet spot. (And hopefully, that is where I can add that value to you and your customers.)