Ongoing content management is an important part of the digital marketing strategy
Content marketing is now a well-established inbound marketing technique familiar to digital marketers, but there may be traditional marketers or senior managers who are less familiar with it. It helps to be clear with what’s involved within the scope of content marketing and what the success factors are. We like this definition by Joe Pullizi of the Content Marketing Institute since it helps frames the goals of Content Marketing:
“Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.”
The definition shows that content marketing must ultimately link to commercial goals and covers the entire customer lifecycle for different audiences or personas. Our content marketing infographic below helps explain how a successful content marketing process should work, showing the importance of repurposing content into different formats and managing outreach with influencers.