Finding Contentment in Content Marketing

ImageEver heard of "content marketing?" You're soaking in it.

Editorializing is "content" we here at Editorial Emergency use to "market" our copywriting business. Our goal is to impart something relevant, useful, interesting and amusing to our readers, but it's also to drum up business for our company.

Try as we might to wow our audience with penetrating insight, however, the most popular feature of our newsletter is — you guessed it — Not Our Clients. Still, a regular reader (the same one who turned me on to eggcorns) signed up for Editorializing to bask in the inglory that is NOC and then, sometime later, referred us to a colleague, who hired us to edit the company's monthly e-newsletter. (Success!)

Its audience was primarily music supervisors — the folks responsible for selecting and acquiring songs for films and television — and hundreds of others looking for music for their projects. This is how it worked: We'd run an item on, say, how Richard Thompson's "Dad's Gonna Kill Me" was used in a pivotal scene of the FX drama "Sons of Anarchy." We'd link to an audio clip of the song and a video clip of the scene. The recipient of the newsletter would say to herself, "Hmm ... Richard Thompson — he's perfect for MY scene." (Success!)

Content marketing has been around for a while. Infomercials are content marketing on TV; "special advertising sections" are content marketing in print. E-newsletters and blog posts, among other digital diversions, are content marketing for the Internet. The reason you've been hearing copywriters call themselves "content providers" and marketing people call themselves "content strategists" is because content marketing works, and it works particularly well in the B2B sphere.

"According to HiveFire's B2B Marketing Trends Survey Report, twice as many B2B marketers now employ content marketing as they do print, TV and radio advertising," recently declared contributor Mikal E. Belicove, who went on to say: "Part of the popularity of content marketing is its ability to generate qualified leads while engaging prospects in a branded environment without busting the budget." Bottom line: Content marketing is cost-effective. (By the way, the story I just quoted, "Why Content Marketing Is King", is a nice little piece of content marketing.)

The reason you've been hearing marketing people call themselves "content strategists" is because content marketing works.

Maybe you already know all this. Maybe "Launch e-newsletter" was one of your New Year's resolutions. Maybe you've already published an issue or two but just can't seem to make it a regular thing. Do not despair — operators are standing by; we can certainly lend a hand. And we highly recommend the wisdom (and humor) of e-newsletter guru Michael Katz, proprietor of Blue Penguin Development.

Aside from such clinical marketing machinations as "generating qualified leads" and "engaging prospects in a branded environment" (not to mention "establishing or maintaining thought leadership," "increasing web traffic" and "improving search results," also cited in HiveFire's report), our own content-marketing endeavor has created a groovy community of like-minded marketing geeks, word nerds and, of course, people who love to laugh at people who misspell "participate" in their advertising. Hearing from all of you is as much a reason to continue producing Editorializing as all of the above.

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