In the ‘modern’ approach of content marketing, where more people look at the role of content in branding, reach, engagement, social and SEO. especially in a pure branding, reach and engagement approach, organizations look less at buyer personas but rather at audiences. Nevertheless, such a view requires a content marketing strategy as well. Unless your company lives from website traffic, a pure publishing model without an overall strategy makes no sense. It’s also advisable to not look at content marketing from the pure social and search context.
In the latter category we also find platforms that are closely connected with, for instance, marketing automation platforms. The industry of content marketing software is growing fast but also evolving fast, with some players being acquired by large marketing software vendors. At the same time, we see several marketing software vendors but also content management firms and others including content marketing features.
I don’t know what I could add to this list. Content marketing is nothing new, but as it’s been said, it’s ever changing and people are finding new and more engaging ways to incorporate it into their marketing strategies. Content marketing is vast and is used in almost every aspect; this blog, for instance, is content marketing. You’ve creating content to bring people here to help market what you’re offering or who you are.
We recommend you document only as much as you need to in these guidelines. If your entire staff was magically whisked away to Tahiti tomorrow, would it matter to your company that the next group of writers properly respected your trademark? Probably. Would anyone care that you prefer the spelling "advisor" over "adviser"? That probably depends on whether the word is at all relevant to your business.
When businesses pursue content marketing, the main focus should be the needs of the prospect or customer. Once a business has identified the customer's need, information can be presented in a variety of formats, including news, video, white papers, e-books, infographics, email newsletters, case studies, podcasts, how-to guides, question and answer articles, photos, blogs, etc. Most of these formats belong to the digital channel.