Content Marketing
Attracting and keeping a defined audience by publishing material they consider worth their time, in order to eventually earn something from that attention.
Analogy Mental model
Farming rather than hunting. The hunter, which is advertising, shoots when he sees movement. The farmer plants, tends and waits for a season he does not control.
In practice What you actually do
Start from the journey rather than the calendar. Map what a buyer needs to believe at each stage and write to that belief: what is true about the problem, what the options are, why this one. Most teams produce the middle stage and call it a strategy.
Where people get burned Pitfalls
Content marketing is not blogging. A blog is a format; the discipline is a system connecting publishing to a commercial outcome. Plenty of companies have published four hundred posts and can trace revenue to none of them.
This entry was written in English from the Chinese original, not machine-translated. Read the Chinese version →