Defining Content Marketing

Lots of talk about Content Marketing as we kick off 2012.  I have been spending lots of time thinking through how brands can leverage content to tie together their paid, earned and owned media strategies & it starts with a definition.  Mikal Belicove takes a swing here which feels more centered around B to B marketing.

 

It's the creation and publication of original content -- including blog posts, case studies, white papers, videos and photos -- for the purpose of generating leads, enhancing a brand's visibility, and putting the company's subject matter expertise on display

via www.entrepreneur.com

 

I think there should be a broader definition that encompasses the needs of a consumer markete

Here is my take:

Creation and publication of original, curated or modified content - including articles, blog posts, case studies, white papers, videos and photos – for the purpose of creating brand visibility, connecting with consumers around their passions,  aligning a brand with a topic,  generating leads or establishing the company’s credibility.

Is there a better definition somewhere??

 

Comments

[Pddooley]

I think Joe Pulizzi's attempt is pretty good at capturing most of the nuances and the cricital consumer intent piece-toward an audience...otherwise it's just copy.
Content Marketing is:
Editorial-based (or long-form) content. It must tell a relevant, valuable story. Must be informative, educational or entertaining.
Marketing-backed. The content has underlying marketing and sales objectives that a corporation, association or institution is trying to accomplish.
Behavior-driven. Seeks out to maintain or alter the recipient's behavior.
Multi-platform (print, digital, audio, video, events). It can be, does not have to be, integrated.
Targeted toward a specific audience. If you can't name the audience, it's not content marketing.
http://blog.junta42.com/2007/07/the-ultimate-co/

[Cameron Reed]

Thanks for the post. Here’s a post that describes how you can generate free content and traffic to your website, without much effort http://blog.caspio.com/web-database/is-database-publishing-in-your-content-marketing-strategy/

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