Dive Summary:
- Hannah Smith at distilled defines content marketing as "the creation and sharing of content in order to attract, acquire and engage current and potential customers with the objective of driving profitable customer action," and explains why it is important, even while memes and bacon attract readers in swarms online.
- She urges marketers to search for a "sweet spot between the content your customers want to engage with and content that will attract links."
- She also looks at several case studies featuring Social Success, ModCloth and Conversion Rate Experts, which explores various perspectives that content marketers should consider in their work.
From the article:
In no particular order it probably looks something like this – zombies, bacon, cats, consipiracy theory, controversy, drama… and erm sex. I spoke recently on this very topic at Think Visibility (incidentally – you can see my slide deck here). NB – I elected not to speak about sex in order to save both my own blushes and that of the audience.
The problem of course, is that whilst this sort of content (when done well) attracts lots of links and social shares, most companies have no desire to place this sort of content on their websites. ...
