CIM Taster Event by East Coast Marketing Academy: 14th June 2018, Newry
Whilst marketers have been creating content for promotional purposes for hundreds of years, the evolution of ‘content marketing’ is one of the many buzz words or themes within the profession that has come to the fore in recent years. Why? Because marketing is evolving. The content that will capture and retain the attention of our target audiences is progressing, and advances in technology are key drivers of these changes.
But let’s take it back a bit. Some of the big brand names who led the way in the content marketing world started their content strategies long before any of us were even born, and the fruits of their labour live on long after they’ve gone.
1. In 1861 Samuel Wagner launched the American Bee Journal, the oldest English language beekeeping journal in the world. It’s still published today.
2. In 1888, Johnson & Johnson launched a number of publications including one called ‘Modern Methods of Antiseptic Wound Treatment’ targeted at the doctors they sold bandages too. They’re still sharing their stories with their audiences today.
3. In 1900, the 400-page Michelin Guide was launched to help drivers maintain their cars and find suitable lodgings when travelling. It still exists today. I’m sure there aren’t many who don’t know the term ‘Michelin Star Restaurant’ but the lesser known part of the story is that it was born out of a brand that began in 1889 as a rubber factory in France owned by brothers, Édouard and André Michelin. These brothers created the first removable pneumatic tyre for a bicycle and today, Michelin is the second largest tyre manufacturer in the world.
There is much we can learn from these early innovators.
The DNA of Content Marketing
Great content marketing is made up of lots of strands, interwoven to create a memorable user experience.
“Content marketing is 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.” The Content Marketing Institute.
The characteristics: Valuable. Relevant. Consistent. Targeted.
The impacts: Attraction. Retention. Profit.
These are the characteristics that marketing content needs to incorporate to achieve results. If you take a few minutes to skim over your marketing material, ask yourself – how many of these boxes does your content tick? As the Michelin star chefs know all too well, what you put in will make a huge difference to the outcome!
The Content Marketing Matrix introduces 4 common characteristics of quality content that really resonate with audiences. It entertains. It inspires. It educates. It convinces. With so many variables required to achieve your desired results, it shouldn’t be surprising that your brand needs to devote considerable time, effort and some budget into developing a robust content strategy.
Whilst lots of marketers are familiar with content forms like blogs, videos, podcasts and infographics, new content forms are always being added into the mix. We live in a world where downloading apps, gaming and consuming live content is an everyday occurrence, but the new era of content marketing is moving still further beyond this to incorporate innovative new ways to consume information.
Welcome to the world of the Internet of Things, Augmented Reality, Virtual Reality and Immersive Content.
Find Out More!
During the session you’ll have the opportunity to find out how you can keep up with the latest industry trends and advance your marketing career by participating in short courses or advanced learning with CIM – the world’s leading professional body for marketers.
Date: Thursday 14th June 2018
Time: 18:30 – 20:00 pm
For: Marketing professionals, business owners and those with marketing responsibilities within their organisation
Venue: Newry Conference & Banqueting Centre, 39-41 The Mall, Newry, BT34 IAT.
Email firstname.lastname@example.org to register your interest