If you haven’t added content marketing to your repertoire, you may be missing opportunities to benefit your organization by making it more influential; enabling it to better fulfill its mission; making your sponsors, advertisers, or underwriters more effective; or generating new revenue. That’s worth considering, isn’t it?
BUILDING BRAND MAGNETISM
Brand awareness is the only way people know that an organization exists. But, awareness is the barest beginning for a brand. All sorts of organizations — from global conglomerates to local nonprofits — are finding that content created in alignment with their brand can cut through the cluttered media landscape to attract and engage an audience. When this is done well, it builds brand affinity.
As a publisher, you have an audience. You already know what kind of content your readers want and how to reach them — in print, digital, and mobile. Chances are, plenty of organizations would jump at the opportunity to partner with you to reach that audience and may prefer to do it through custom content rather than advertising.
For content marketing to work, though, the content must be valuable, relevant, and consistent. Content marketers need to ensure that each piece is geared to what the audience finds useful. Is it information that will make them a smarter shopper or better at their jobs? Does it help them connect with others who have the same interests or experiences? Or does it fulfill their craving for entertainment? The best and most well-received content is actionable for the intended audience. And that quickly kicks listicles and similar shallow content to the curb. As a publisher, you understand substance, which is the foundation of good content marketing.
For example, the National Multiple Sclerosis Society (NMSS) invests in content because it recognizes that education and a sense of community are valuable to its audience. “What really drives us is ensuring that we are providing people affected by MS with the resources and information that they need to live their best lives,” says Meghan Finn, vice president, brand and communications. By doing this consistently, NMSS has built the largest MS-related content marketing program in the world. (See Case Study: Building on a Trusted Brand.)
And consistency? “Most marketers run their content marketing programs as campaigns, which is why they usually fail,” says Pulizzi. “To create a loyal audience … we need to deliver ongoing content experiences to the readers.” This is, of course, what publishers do all the time.