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3 Important Concepts and Trends for Digital Content Marketers

Kelsey Pommer, Sr. Coordinator, Digital Media Marketing, Consumer Technology Association (CTA)™

"Content marketing" is a big buzz word in the digital media industry, but what does it really mean? According to Joe Pulizzi, founder of the Content Marketing Institute, content marketing is the "practice of creating relevant and compelling content in a consistent fashion to a targeted buyer, focusing on all stages of the buying process, from brand awareness through to brand evangelism."
I recently attended Content Marketing World in Cleveland, Ohio, a meeting of the most innovative minds in content marketing. Throughout the sessions I attended three main ideas were consistent. Below are three major trends content marketers are focused on. 
Create content around a product or service, not about it. 
This concept is one that probably seems the most foreign to traditional marketers whose first and only instinct is to promote their product, service, event etc. The goal of content marketing is to be compelling and engaging - and the traditional marketing sales-pitch content doesn't always fit the bill. However, traditional marketers and content marketers share the same goal, to sell that product or service, and it is the content marketers' challenge to create around their industry in order to drive interest in their product. 
Analytics and data are valuable - track everything. 
Even the best of content will see low engagement and return if the proper promotion strategy is not enforced. The best way to create this foolproof promotion strategy is to back it up with data. What kind of content resonates well with your audience? Who is your audience? What kind of content are your competitors pushing out? Tracking this information and using this data gives your content its best shot instead of just getting lost in someone's Twitter feed. 
We no longer have to choose “quality or quantity.” 
Creating quality content will always be the number one priority of the content marketer; however, we shouldn't need to choose between having good content or a lot of content. Creating a lot of content is not easy and one way to battle this never-ending challenge is to build on a successful idea. For example, if one of your blog posts does exceptionally well, create an infographic on the same topic or do a video interview with an expert on the topic. Create many pieces of content related to one idea. 
Do you want to meet content creators, marketers and advertisers at CES 2016? Check out C Space, where content, creativity, technology, brand marketing and influencers come together. Register today.