Content is King

Barry Ian Thomson
Barry Ian Thomson

As mentioned in my last blog I have been listening to a number of excellent (digital) marketing podcasts, primarily to familiarise myself with the key trends and issues affecting marketing and marketers today.

One subject that seems to be a marketing hot topic is that of ‘content marketing.’ There is a huge amount of discussion on what it is, the benefits of implementing it and what can be achieved; however the most useful article I have read/ listened to is by Chris Marr, owner of and host of The Marketing Academy Podcast. His podcast interview with Pete Matthew revealed the 3 C’s of Content Marketing, but in his blog article Marr goes one step further to add a fourth C.

Basically the 4 C’s are a road map for anyone looking to start out in content marketing. I’ll briefly summarise here but urge you to read the full blog article and listen to Marr’s podcast interview with Pete Matthew.

1. Consume – consume the content of blogs, podcasts, social media sites, websites etc relevant to the subject you want to talk about. What are people talking about and where are they saying it? Which channels are being used successfully and do you spot any gaps? If so, this may be a niche you could fill.

2. Curate – start by curating the work of others by bringing them together for you audience. In this stage you are acting like a newspaper editor, deciding which topics to bring to your audience and which articles to ignore as irrelevant. Learn from this stage as to what your audience enjoys reading about and what they respond to.

3 Create – having learnt from stages 1 and 2, the next step is to create content of your own, using the insight you have already garnered about your audience. Before creating you should think about which channels work with your audience (e.g. is a blog or a podcast best??) and which topics will resonate with them.

4 Consistency – added by Chris Marr, this fourth C highlights the importance of keeping content creation consistent. Content marketing is a long term approach not a quick tactical tool, so it is important to plan out your content and publish it on a regular basis whether that is daily, weekly or monthly. It is also a good reminder that one of the founding principles of branding is consistency, so if you are aiming to create a strong brand it is important to keep things regular and familiar for your audience.

I think this simple framework is an invaluable help to those new to content marketing but also a welcome reminder to those already practising content marketing.

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