Content is the new currency, and I’m about to double-down.
In the new opt-in economy, everyone must think like a publisher. It doesn’t matter what industry you serve or what sector you work in, organizations who develop rich, informative, helpful online digital content will succeed. Those who don’t, won’t.
You can’t win if you don’t play.
Michael Stelzner of Social Media Examiner calls content the “fuel” for your online presence. He’s right, too.
Gary Vaynerchuk hired a full-time person to follow him around all day and—yep, you guessed it—create content for his brand.
Click ads aren’t working like they used to, causing online publishers are moving towards a native advertising model. The gist of the new model? Real, valuable content provided by advertisers (or at least sponsored by them). Here’s a great example from BuzzFeed:
What is Content Marketing Anyway?
Content marketing is simply telling the story of who you are as a brand or individual online. It answers the question, “what can you do for me?” It positions you as a thought leader or expert in your field by providing insane amounts of valuable.
Doesn’t this take a lot of time? you might ask. Yes, yes it does. But gone are the days when you could blast people with messaging and get a response. If you’re not helping people, expect to be turned off. Not to oversimplify things, but it’s just that easy.
Conversely, you may think your industry is immune, but it’s not. “Well we do things differently in the ________ industry,” you might say.
Yeah, you might, but your competitors are thinking through this stuff and figuring out ways to eat your lunch! Sticking your head in the sand won’t make the reality of the situation go away.
Want Some Content Marketing Examples?
But don’t fret! If you don’t want to live like an ostrich, there’s good news for you. Look at these examples:
Here’s Freshbooks, a cloud accounting service:
Here’s a church ebook:
We’re going meta with the last example. Here’s an ebook showing nonprofits how to do content marketing:
All of these examples happen to be ebooks, but content marketing can be so much more. If you’re scratching your head thinking of different ways to tell your story online, take a look at this list. It’s by no means comprehensive, but it should get the ol’ creative juices going.
Your organization is probably a content-creating factory, you just might not know it. Take some time to look at all the ways you’re creating the materials listed above and get to work repurposing. Or give someone at your org the reigns to create new materials to share with your community. In short: think content.