Driven by Content Part 1: What is Content Marketing? [VIDEO]

By Christina Capadona Schmitz | Posted August 2, 2010 | 4 Comment(s) | Filed in: Content Marketing

Introducing Driven by Content

Driven by Content is PR 20/20’s 5-part beginner's video series on content marketing, and how it connects to an integrated, inbound marketing campaign.

Members of the PR 20/20 team have come together to share the story of what we’ve learned on our journey, in both content marketing for our agency, and through navigating clients in this emerging area.

As PR 20/20’s first agency-wide, self-produced video project, we designed this program as a practical, educational 101 guide, with the additional goal of documenting the content project step-by-step, to empower marketers to take the lead for their organizations. We'll be posting a new video each day the week of Aug. 2-6, as well as a wrap-up post.

Part 1: What is Content Marketing?

Over the past several years, we’ve seen content marketing take on a life of its own, thanks in large part to content marketing evangelist and co-author of “Get Content. Get Customers,” Joe Pulizzi (@JuntaJoe). Based on his experiences in the custom publishing industry, Pulizzi has helped create the category of content marketing through his brand Junta42, and through educating marketers throughout the world on its benefits.

People and organizations are building their brands online through blogs, case studies, custom publications, eBooks, enewsletters, press releases, podcasts, videos, surveys, webinars, white papers and more. And they are doing it by outthinking, not outspending, the competition by harnessing the power of the web and social media to connect audiences with useful, relevant information.

Content marketing is the fuel that drives today’s inbound marketing plans, and feeds off the strength of your brand, website, search marketing, PR and social media strategies. With the flood of content that exists today online, it’s more important than ever to be strategic with your communications, and build the reach to connect with the audiences that matter most to your organization. 

Content marketing alone will not generate leads and loyalty, but it can:

• Enable organizations to create more authentic and personal connections, and establish and nurture relationships.
• Enhance positioning and thought leadership, giving organizations the ability to continually separate themselves by telling their unique story and delivering greater value than competitors.
• Build brand awareness, comprehension and loyalty to support both lead acquisition and customer loyalty.
• Directly impact website search engine rankings and traffic.

Navigating the Driven by Content Series

Part 1: PR 20/20 Assistant Vice President Christina Capadona-Schmitz covers “What is Content Marketing?” and why it matters to today’s organizations (3:44).

Part 2: PR 20/20 Inbound Marketing Manager Laurel Miltner discusses online publishing and the idea of content & community, the role of social media in content marketing (8:55).

Part 3: Keith Moehring, who leads PR 20/20's search engine optimization efforts, talks about websites, content management systems, online publishing tools and how SEO can impact content marketing (8:42).

Part 4: PR 20/20 President Paul Roetzer shares the importance of your brand in content marketing, how content marketing is connected to PR and who you should trust to tell your story through content (7:06).

Part 5: PR 20/20 Content Services Manager Christy Barksdale ties it together, in planning your publishing strategy, giving your content legs on the web and furthering your leadership position through content curation (5:43).

Just the Beginning

We plan to launch more videos in the future, and welcome your feedback, as well as topic ideas that you would find useful. Please leave comments here or connect with us on Twitter (@PR2020) to discuss these ideas.

Resources:

• PR 20/20 Content Marketing Blog Posts & What is Content Marketing? (PR 20/20 blog post)
• What is Content Marketing? Junta42 resources page
• To learn more about Content Marketing, visit the PR 20/20 Content Marketing page. 

Christina is an assistant vice president and consultant for PR 20/20, a Cleveland-based inbound marketing agency and PR firm. Follow her on Twitter: @ChristinaCS

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