Today, my colleague Rebecca Lieb published her first Altimeter report focusing on content marketing. What’s the take for mobile strategists? If content marketing is not localized to mobile devices and user location, you’re behind the curve. So, what is content marketing and why does it matter? Altimeter defines content marketing as follows:
Content marketing is a term that refers to the creation and sharing of content for marketing purposes. In digital channels, it refers to content that resides on properties the brand or marketer owns (e.g. a website) or largely controls from a content perspective (social media channels, syndication). Content marketing differs from advertising in that, unlike advertising, a media buy is never part of the equation.
As a tool and an activity for marketers, content marketing has always existed but as users increasingly fine tune their content consumption, they’re tuning out traditional marketing. As a result, advertisers are raising the bar and creating long-term, non-episodic campaigns of information, not just ad impressions to reach these users. Marketers hoping to capitalize on this trend must rebalance, creating rich storytelling dialog that is sought out. Making the information desired stems from the creation of relevance, and this is where mobile comes in. Attracting the mobile user has two facets, the first, tailoring information to the format best for that user and, second, making it relevant to the person, time and place, the latter using location-based services.
Marketers' Content Channel Choice
With mobile and location-based services the #2 area for marketers to focus on, it’s clear that any mobile strategy should be taking content marketing into account. While largely a marketing and advertising play, finding synergy across the organization to make use of this content in mobile initiatives can prove to be a symbiotic relationship. Mobile efforts in most organizations are focused on the “how” more often than the “what,” resulting in extremely polished apps and mobile presence with little unique content. Capitalize on the efforts of content marketers to populate mobile properties with quality, relevant content, and provide links into the application to further enrich the content with tools such as location information. The report shares many best practices, key among them, knowing where you stand before getting off and running using content marketing efforts to bolster mobile.
Content Marketing Efforts Fit Into One Of Five Maturity Levels
Know thyself before undertaking the plunge into content marketing, while a powerful way to power mobile efforts, CM is about much, much more. Rebecca’s report lays out a 5-level maturity model that will help marketers know whether they’re in the race yet or not, and what to do to get ready for those that have not started. Unsurprisingly, similar to mobile and social strategies, many companies have not yet gotten underway with quality, consistent and multi-channel content marketing efforts. The next steps for most? Analyst, prepare and execute a strategy. Read the full report below to get the full picture on how content marketing is changing marketing – and changing mobile strategy – both for the better.