Content marketing focuses on the tactics and execution—the actual creation, curation, and editing of content that's specifically created for the purposes of marketing. This could be anything from blog posts to the confirmation page, and is aimed at building a trusted connection between a company's products or services and the market that might end up purchasing them. It's about creating content that people not only want to consume, but that will also help them through the sales funnel.
This same phenomenon was found in other countries, such as the UK and even in research in smaller countries such as Belgium, in which there was an apparent link with the fact marketers said to be ready to break out of the cycle of short-terminism. As mentioned, content marketing – indeed – is not about short-terminism and thus cannot be defined in a pure campaign perspective if correctly used.
Podcasts. Michael Hyatt, author of the best-selling book Platform: Get Noticed in a Noisy World, practices what he preaches. His “This is Your Life” podcast is downloaded 250,000 times each month. As Hyatt elaborates on his blog post 4 Reasons You Should Consider Launching Your Own Podcast, “A podcast gives you visibility in a completely different world—primarily iTunes. I have had scores of new people say they had never heard of me until they stumbled onto me in iTunes.” Hyatt gives valuable information and advice in his podcast--all for free. But that podcast leads to more sales of his books, signups for his courses, and requests for him as a speaker.
Much of Plated's success hinges upon one factor: subscribers, and Morsel has been optimized to drive them. The tips, recipes, and stories feature large, gorgeous images and clear, conversational copy to engage readers. At the bottom of each story, and on Morsel's homepage, are calls to action with discounted offers for first-time Plated subscribers.
Similarly, USAA launched “The Money Drill” podcast in 2016 as an experiment to attract younger audience members while delivering financial content in an easy, engaging way. It was worth it; the program was met with almost immediate success, and, nearly two years on, draws 24,000 plays per month. "The Money Drill" also gave USAA's content marketing team a major internal win.
This same phenomenon was found in other countries, such as the UK and even in research in smaller countries such as Belgium, in which there was an apparent link with the fact marketers said to be ready to break out of the cycle of short-terminism. As mentioned, content marketing – indeed – is not about short-terminism and thus cannot be defined in a pure campaign perspective if correctly used.
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