Content Marketing is Not a New Shiny Object Invented via Social Media!

content marketing strategy social media shiny objectYou've heard the buzz. Many business and marketing leaders that should know better think they have found a new shiny object in content marketing. They're all hyped up about it and thinking it's the next best band-aid for the broken business. Maybe even the thing to help them become the Twitter, Facebook and social media super star they have always dreamed of being.

In some circles it is spoken as if it is a secret, something only the super duper smart people know. I even read a blog post the other day that referred to content marketing as the next shiny new object.

If you spent a day in a marketing 101 class you should know that successful marketing requires content.

Sorry folks but if you think content marketing is new we need to talk. If you are new to marketing and business then I am not stating you should know better but I do hope this post will help you separate the shiny from the real.

Please note before you read this post that I am NOT stating that content marketing is not the bomb, doesn't rock or that it can't provide tremendous value to your business. It absolutely can when created and integrated into a marketing and business strategy focused on providing relevant and compelling content that resonates with your target audiences, clients, partners and stakeholders.

social media in a nut shellContent in a nut shell

  • Your audience has specific goals and objectives they want to achieve in their life and/or business.
  • There are specific products and services your audience needs and wants to help them accomplish these goals and objectives.
  • Sometimes your audience may not know they “need” a product. However, they know they need educated so they can make an informed decision to purchase the product or service that is going to help them achieve their business goals and objectives.
  • Social media combined with an integrated marketing plan executed efficiently presents tremendous opportunity for you to get the right content in front of the the right audiences and increase your chances of connecting with the right decisions makers and buyers who will become interested in your brand and either become a friend, evangelist or customer.
  • If you can provide good content that will educate and inspire them to further connect and learn about your brand, the chance of them buying a product or service from you increases exponentially. This is obviously assuming that your products and services can help them achieve their goals and objectives.

Example goals for leveraging content: 

Develop the best possible content that will:

  • Help you inspire and connect with the right people to grow and sustain your business.
  • Inspire your audiences to connect with you.
  • Inspire your audiences to do the double click on your website or blog to learn more about you.
  • Inspire your audiences to check out some of your other social platforms such as Facebook, Twitter, LinkedIn, YouTube and Pinterest.
  • Inspire your audiences to engage and connect with you via the content you provide.
  • Inspire your audiences to take action such as joining  one of your social communities. This could include “liking” your Facebook business page, following you on Twitter or Pinterest, subscribing to your videos on YouTube, commenting on your blog and the list goes on and on.
  • Educate your customer to make an informed purchase decision.
  • Maximize business efficiencies including time and money by leveraging content marketing. This can happen via content distribution strategies such as your own integrated online platform that works when you are not working.

Creating good content doesn't require a crystal ball. 

What is required to create compelling and relevant content that helps your business?  As much as some may want to make you believe that creating good content requires a magic crystal ball that only a small set of gurus have access to, don't believe it.

Bottom line it comes down to smart business and smart marketing.

Yes, there are many strategies, tips and tactics you can leverage to create, syndicate, measure, monetize and reap return from investing in content. However, I don't have time in this post to help you with all of them. I would have to know your business goals and objectives, target audience, and many more details.

 

social media content marketing strategy and tacticsDon't over complicate it. 

  1. What are your business goals and objectives?
  2. Who is your target market (audience)?  If you are just getting started, select the top 3 audiences and go from there.
  3. What does your audience want and need to meet their goals in life or business?
  4. How can your products and/or services help them meet their business goals and objectives?
  5. What mediums does your audience like to read, review, engage with and share content? Any good agency who understands and has experience with social media should be able to help you identify and understand where your audience is hanging out online. Who are they talking to? What is the tone of the conversation? How can you become part of the conversation?
  6. What is the intended action you want the audience to take?
  7. What content will be required for you to educate and inspire your audience to take action in a way that benefits them and moves them closer to meeting their business goals?
  8. Why should your audiences or anyone for that matter read your content? Why should they trust you? Why should they give a rip about anything you have to say or share? WHY is one of the most important questions you must ask.
  9. Where can you get your content published for maximum visibility and leverage? How will you disseminate your content? Will you syndicate content? Guest blog on top industry niche blogs and platforms?
  10. How will you measure results so that you can continuously optimize?
  11. When hiring an agency or consultant to help you, check what is behind the black curtain. Check their blogs, email marketing programs, and social platforms. Are they creating content that is driving action and business result? Are people engaging, communicating and talking with them or are they hosting a one way talk show on their Facebook page with nobody listening on the other end? If they are not creating and effectively leveraging content in their own business, the chances of them being able to help you do such are slim to none.

Got content? 

What are your thoughts? Are you effectively using content as an integral part of your marketing and business strategy? Do you believe you understand how to effectively create, integrate and disseminate content to the right audiences? What tips can you offer others? What questions do you have that myself and our community can help answer?

 

Additional resources: 

Worksheet: Download our POST audience analysis worksheet to help you identify and prioritize your top audiences. It is based upon the Forrester POST methodology.

Blog Post: You Can't Fake Relevance in Social Media, Business & Life

Blog Post:  Is Your Content Worthy of a Like, Share, Pin, Retweet or Google +1? (includes definition of content marketing)

Blog Post: Social Media Buzz, the False Perception of Social Media Success

 Blog Post: Are You Ignoring the Social Inspiration People Metrics?

Blog Post: Inspiration Made Simple: Pick 3 Things

Report/ Blog Post: Content and the new Marketing Equation (Brian Solis)

Website: Content Marketing Institute

2017-02-08T00:35:02+00:00

About the Author:

CEO / Founder Marketing Nutz, full service social media, digital marketing, experiential brand, conversion optimization agency. Ranked by Forbes as Top 10 Social Media Women and 10 Social Media Power Influencer. Keynote speaker, author, strategist, consultant, coach, & trainer. Helps businesses of all sizes integrate social media into the DNA of their business, connect with target audiences to nurture authentic customer relationships. 15+ years experience working with Fortune 500, Franchised corporations with 4000+ local franchises to entrepreneurs and startups.

53 Comments

  1. PamMktgNut June 16, 2012 at 12:05 pm

    @LisaPetrilli thanks for the Sat RT luvs! What’s on your agenda this wknd? Anything fun?

    • LisaPetrilli June 17, 2012 at 6:57 am

      @PamMktgNut You’re welcome, Pam! Yesterday was boating & today is the beach… How about you? Enjoy your day! 🙂

  2. PamMktgNut June 16, 2012 at 12:09 pm

    @CompanyFounder thanks a mill!

    • CompanyFounder June 16, 2012 at 9:11 pm

      @PamMktgNut My pleasure, Pam.

  3. PamMktgNut June 16, 2012 at 12:14 pm

    @BrennerMichael thanks Michael! Happy Saturday! 🙂

  4. samramuslim June 16, 2012 at 2:41 pm

    @mansoorhamza Hey Thanks! Hope you have a great weekend 🙂

    • mansoorhamza June 16, 2012 at 2:44 pm

      @samramuslim thanks for tweet , my weekend is with u all on twitter, hope u have a good weekend .

  5. Yuricon June 17, 2012 at 9:25 am

    @MeghanMBiro @PamMktgNut Have something to say, say it well and treat customers as important as they are to your business. Not new at all.

  6. fondalo June 17, 2012 at 6:51 pm

    @lmdell Thanx for the RT Laurie!

  7. NickWAllen June 18, 2012 at 6:34 am

    @asra_khan thanks Asra!

    • asra_khan June 18, 2012 at 6:53 am

      @NickWAllen my pleasure 🙂 hope you had a good weekend!

      • towerswatson June 18, 2012 at 7:06 am

        @asra_khan was great. a neat father’s day with the boys. And you?

        • asra_khan June 18, 2012 at 7:12 am

          @towerswatson Thats really sweet! 🙂 Mine was filled with shopping and cake! 😀

  8. DalmenyClose June 18, 2012 at 6:35 am

    How true -> Content Marketing is Not a New Shiny Object Invented via Social Media! http://t.co/4l1JhgEH via @PamMktgNut / @MeganLeap

  9. fondalo June 18, 2012 at 11:10 am

    @vickiemax @C_Pappas Yep! You got that right Vickie!

  10. AdamBritten June 18, 2012 at 12:29 pm

    This is a good “word of caution.” I’ve seen a lot of hype about content marketing, but it seems like it’s leading people to produce useless lists, SEO grabbing blog posts, and throw as much as they possibly can on SlideShare. Ultimately, they should focus on what they are creating; if it’s good enough, it will deliver results.

    • PamMktgNut June 22, 2012 at 10:47 pm

       @AdamBritten Amen Adam! If you focus on value to audience the rest comes easy! 

  11. WarrenWhitlock June 19, 2012 at 12:45 pm

    @PamMktgNut it’s not a shiny object, but the phrase is. “market” is best as a verb. Needs a noun (substance) to work 🙂

    • PamMktgNut June 19, 2012 at 1:00 pm

      @WarrenWhitlock Yes, true! Substance is the key many content creators either ignore, don’t understand or have a clue! 😉

      • WarrenWhitlock June 19, 2012 at 2:07 pm

        @pammktgnut I avoid saying “content marketing” because of the illusion that “content” is something you can take off the shelf and apply

        • PamMktgNut June 19, 2012 at 2:09 pm

          @WarrenWhitlock Yes & no. But in real world it works. Clients get “content” What else would U call it? They need CONTENT 4 their blog etc.

        • PamMktgNut June 19, 2012 at 2:10 pm

          @WarrenWhitlock It is where we see biz’s struggle the most & most the agencies & consultants they work w/have no exp to help them.

  12. AmyAllStar June 19, 2012 at 1:03 pm

    @WarrenWhitlock are you at #140conf12

    • WarrenWhitlock June 19, 2012 at 2:04 pm

      @amyallstar in spirit

      • AmyAllStar June 19, 2012 at 2:13 pm

        @WarrenWhitlock miss you!

        • WarrenWhitlock June 19, 2012 at 2:18 pm

          @amyallstar Don’t despair. I’m only a tweet away 🙂

  13. meetmikemorgan June 19, 2012 at 5:41 pm

    @wbatchelor Thanks very much for the RT Wendy!

  14. PamMktgNut June 20, 2012 at 7:01 am

    @ShellyKramer thanks Shelly!

  15. […] Content Marketing is Not a New Shiny Object Invented via Social Media! 1 Upvotes Discuss Flag Submitted 1 min ago Alfredo Palconit Jr Content pammarketingnut.com Comments […]

  16. […] is content marketing has been around for decades, since conversations and business have existed. Content marketing is not a new shiny object invented via social media. I wrote a piece on the topic you can check out […]

  17. PamMktgNut June 21, 2012 at 7:01 pm

    @PegFitzpatrick Thanks a bill Pegster!!!

    • PegFitzpatrick June 21, 2012 at 7:39 pm

      @PamMktgNut Anytime, sistah! Have a fantastic evening! xoxo

  18. lorimcneeartist June 21, 2012 at 8:16 pm

    Content Marketing is Not a New Shiny Object Invented via Social Media! http://t.co/54ht1M8X via @PamMktgNut @PegFitzpatrick

    • MFCarterDesign June 21, 2012 at 8:23 pm

      @lorimcneeartist @PamMktgNut @PegFitzpatrick Thanks for the social media tweet.

  19. […] Content is not a new shiny object invented with social media. It’s been around for decades so quit getting your panties in a bunch over it. Go back to […]

  20. […] Blog Post: Content marketing is not a new shiny object invented via social media […]

  21. […] See Original Post on our CEO, Pam Moore -Pam Marketing Nut blog […]

  22. jkcallas July 18, 2012 at 10:26 pm

    This is so TRUE Pam! RT @PamMktgNut Content Marketing is Not a New Shiny Object Invented via Social Media! http://t.co/ez28zNEw #content

    • PamMktgNut July 19, 2012 at 12:17 am

      @jkcallas Yes it sure is!

  23. […] Blog Post: Content marketing is not a new shiny object invented via social media […]

  24. […] Blog Post: Content marketing is not a new shiny object invented via social media […]

  25. […] is content marketing has been around for decades, since conversations and business have existed. Content marketing is not a new shiny object invented via social media. I wrote a piece on the topic you can check out […]

  26. […] Blog Post: Content marketing is not a new shiny object invented via social media […]

  27. […] Blog Post: Content marketing is not a new shiny object invented via social media […]

  28. The BLEND Agency January 2, 2013 at 3:20 pm

    Thank you for writing this. Any marketing or advertising is about content, always has been. Tell great stories, write great music, make great moves, write great books, and people will pass it on, word-of-mouth (the original social media.)

  29. […] Blog Post: Content marketing is not a new shiny object invented via social media […]

  30. […] Blog Post: Content marketing is not a new shiny object invented via social media […]

  31. […] Blog Post: Content marketing is not a new shiny object invented via social media […]

  32. […] saw a blog post today that stated we should not use the word “content.” Seriously? Content marketing is not a new shiny object invented via Mark Zuckerberg, Facebook or Twitter. Smart marketers have been developing, writing, […]

  33. Warren Whitlock October 3, 2013 at 12:33 am

    the term is a shiny object, as is social media (no, it’s not another media).

    “content marketing” in English ought to mean “the marketing of content” as in “promoting a TV show” not “making something to put in your marketing” as many are seeing it.

    The advice you give here is excellent. My yammering about the phrase does have a purpose though.. I watch for people jumping onto “content marketing” like it’s something new and avoid them. If they think it’s news, I’m suspect.

    Marketing 101. Have something to say. If not, don’t hire someone to make up stuff, BECOME something worth talking about 🙂

  34. […] Content marketing is a requirement, not an option in 2014. Guess what… it was a requirement before 2014, not just now. Content marketing is not some fancy shiny object invented by Facebook, or the social media gurus, gods, rockstars or anything in between. Read -> Content Marketing Is Not a Shiny New Object Invented via Social Media. […]

  35. […] Content marketing is a requirement, not an option in 2014. Guess what… it was a requirement before 2014, not just now. Content marketing is not some fancy shiny object invented by Facebook, or the social media gurus, gods, rockstars or anything in between. Read -> Content Marketing Is Not a Shiny New Object Invented via Social Media. […]

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