Word of the Day: content marketing

Word of the Day Daily updates on the latest technology terms |September 14, 2017

content marketing Content marketing is the publication of material designed to promote a brand, usually through a more oblique and subtle approach than that of traditional push advertising. Content marketing is most effective when it provides the consumer with accurate and unbiased information, the publisher with additional content and the advertiser with a larger audience and ultimately, a stronger brand. On the internet, content marketing campaigns involve publishing custom content on specific destination sites the target audience respects and visits often. During the campaign, the advertiser creates custom content that is tightly aligned with the publisher's website and editorial mission. The goal is to provide prospective customers with an integrated user experience (UX) that encourages engagement and interest in the brand. The challenge is to ensure the content is topically relevant and meets the audience's needs. If the content is simply a thinly veiled sales-pitch, it risks turning the buyer off. Content marketing can be delivered through a variety of media, including television and magazines, and take a lot of different forms, including articles, infographics, videos and online games. The strategy may be referred to by several different names, including infomercial, sponsored content or native advertising. Whatever the label, content marketing is often integrated in such a way that it doesn't stand out from other material served by the host. Although native advertising might not look like marketing, the content should explicitly state that it was provided by the advertiser. The Federal Trade Commission (FTC) guidelines for all advertising emphasizes transparency and includes stipulations that advertising claims must be truthful and supported by evidence. The more content marketing is similar in format and topic to the publisher's editorial content, the more important a disclosure is, in order to prevent deception. Quote of the Day "If we come up with a great idea today, but can't execute it until next month, it's worthless in real-time content marketing." - Blair Hammond   Trending Terms push advertising native advertising gated content/ungated content content management application digital marketing snackable content   Learning Center The dos and don'ts of brand content marketing As consumers get savvier about avoiding traditional advertising, companies are turning to brand content marketing to become trusted providers of information. Thought leadership content marketing: How the IT channel can benefit Learn how thought leadership content marketing can help IT channel firms build their businesses' reputations in the industry and generate new leads. Five common pitfalls in content marketing strategies While it may seem hard to believe, companies aren't yet convinced that they need content marketing strategies to be successful. Creating an effective content marketing strategy A content marketing strategy starts with homing in on customer experience and aligning technology and processes with it. Content marketing strategies can soar -- or fall flat Too often, companies' content marketing strategies lack insight into what content resonates with target audiences and prompts action like sales. Quiz Yourself ______ marketing often uses traditional offline advertising methods like flyers, magazines, television, radio and billboards. a. Pull b. Push Answer       Stay In Touch For feedback about any of our definitions or to suggest a new definition, please contact me at: mrouse@techtarget.com   Visit the Word of the Day Archives and catch up on what you've missed!   FOLLOW US About This E-Newsletter This e-newsletter is published by the TechTarget network. To unsubscribe from Whatis.com, click here. Please note, this will not affect any other subscriptions you have signed up for. TechTarget, Whatis, 275 Grove Street, Newton, MA 02466. Contact: webmaster@techtarget.com Copyright 2016 TechTarget. All rights reserved.