Beware! Here come the Content Marketers

The no-bullshit online marketers

There is a new breed of marketers out there. They’re no nonsense about the Web and its ability to generate tangible revenue. To them, making money online is not a theory but mere common sense and a daily experience. They don’t preach but rather they convince through proven practices and reliable track records that deliver results.

Most of them are living proof of what they preach and they talk with confidence because they actually make a successful living by applying their own principles.

Their focus is on performance, their gospel relies on data & analytics, and they want you to make more money.

Beware! Here come the Content Marketers.

They have a King, and their King is Content

This King rules over Search Engines, Email Marketing, and Social Media which are the main online channels connecting a company or an institution to its customers.

Content has been at the heart of communication since our ancestors started telling tales around bonfires and making drawings in caves (think about these as the first infographics). Content is the stories, the facts, the news, the illustrations, the events, that we share, as human beings.

Content for long has been under the control of technology (the printing press, the TV & radio channels, the Cable networks, etc.) and of gatekeepers (the owners of that infrastructure) until technology liberated content with the Internet. We’re now able to create, contribute, challenge and publish content at will. 24/7, wherever in the World, on whatever topic, and in whatever language. Content is unleashed.

But for businesses and organizations however, unleashed content, content for the sake of content or self serving content, serves little purpose in this day and age and delivers little sales value.

The Art of delivering the right content to the right audience

This is where Content Marketing comes in. The Art of delivering the right content to the right audience, in the right format, on the right channels, and for the right expected outcomes (the focus usually being on sales).

But be weary! Like with social media marketing a few years ago, a lot of people will claim they’re some sort of content marketing guru. Make sure you do your homework before choosing a Content Marketing agency or consultant. Check their references, ask for their track record and methodology. They should be able to demonstrate with living examples that they know what they’re doing and have created value and sales.