Video Produced by Nathan Mikita
Content marketing is perhaps the buzziest of buzzwords when it comes to marketing and advertising strategies today — but ironically, with this buzz also comes buzzing confusion. Last year, research showed that 55 percent of B2B marketers said that their organization’s content marketing program is not defined and that it was unclear if their organization’s program was effective or successful.
As more and more brands are attempting to adopt these practices of integrated storytelling, while also trying to keep up with the shifts that happen within marketing almost every day, what is content marketing and what does it actually entail?
The Content Marketing Institute defines content marketing as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action."
In short, consumers don’t want to be sold. They want to be told a story.
As brands navigate the ever-changing mural of how to market to their audience, companies are popping up to help brands of all shapes and sizes tell their story and find the audience that resonates with their messages.
In this episode of “On Foodable Weekly,” Paul Barron takes us inside Content Marketing World 2016 and identifies a few companies that are innovating and helping brands and marketers find that sweet spot of strategy and creativity to reach their customers.
Paul also dishes out three tips to help marketers tackle the content marketing conundrum.
Who did we meet on the floor of Content Marketing World?
NewsCred works with publishers to provide creative assets, strategy, and distribution to forge more productive connections between a brand and their consumers.
"Being able to message particular audiences, particular buyers, particular industries, with not only content that is relevant to them but is actually going to be able to build your brand presence," NewsCred Director of Sales Chad Wiedmaier said.
Creating original content is always a challenge, but one way NewsCred helps brands is by identifying and giving them access to already existing content that is relevant to their brand message.
"A stat that we've come to find... If you publish on a daily basis, you are going to be able to attract three times of an organic audience... and the brands that are doing that on a daily basis are the ones that are winning," Wiedmaier said.
TrackMaven is an integrated marketing analytics software platform that helps brands understand what content is working across social media channels, their blogs, and the web in order to help them measure against their competitors, Tripp Brockway, sales manager at TrackMaven, said.
ROI and comparative analytics are the final puzzle pieces of the content marketing equation and are a hurdle for a lot of brands to make the leap into non-traditional marketing strategies.
A platform like TrackMaven can help to find where you are excelling and where you can do better.
Percolate is a "marketing collaboration tool...that allows [a restaurant group] to come into one place and keep track of... all the different content that is going to all the different markets and across all the different channels," Collin McCarthy, senior account executive at Percolate Inc., said.
As marketers and brands attempt to navigate the constant expansion of distribution platforms, these tools can help set you apart from your competitors.
Watch the full episode for more!