How to Explain Content Marketing to Anyone [Fresh Examples]

What’s step one to explaining content material advertising?

If you’re utilizing the “official” definition from CMI, it’s to take a deep breath.

You want to energy up your lungs to utter a 32-word sentence with about 80 syllables.

Content advertising is a strategic advertising method targeted on creating and distributing priceless, related, and constant content material to appeal to and retain a clearly outlined viewers — and, finally, to drive worthwhile buyer motion.

When you conclude, anticipate to see the listener’s eyes glazed over or a slight nod indicating they understood, so that you don’t hold speaking.

CMI’s official definition of content material advertising works properly in a tutorial sense – explaining the strategic objective of the sector. But in on a regular basis conversations, it’s not your only option.

In everyday explanations of #ContentMarketing, the official definition isn’t your best choice, says @AnnGynn via @CMIContent. Click To Tweet

Instead, choose certainly one of these examples tailor-made to your listener – whether or not a accomplice, neighbor, pal, guardian, grandparent, teenager, enterprise affiliate or networker, or a social occasion visitor.

Finally, take into account including to your repertoire a number of of the real-life explainers from 5 Content Marketing World audio system.

Opening assertion for all of the outlined situations:

Content advertising isn’t about promoting a product however about educating or entertaining the viewers.

Opening statement to explain #ContentMarketing: It isn’t about selling a product but about educating or entertaining the audience, says @AnnGynn via @CMIContent. Click To Tweet

Partners, neighbors, associates, and so forth.

Ever had a water leak in your own home or residence? Your first cease possible is an web search engine the place you kind or say, “how to fix a water leak.”

The first reply that pops up is from HomeX Plumbing and Rooter. The article outlines 5 fast steps to make a water leak restore. While the corporate sells plumbing companies, the options they share don’t require the help of a plumber.

You could marvel why HomeX would assist folks find out how to do one thing that the corporate sells as a service. Well, by addressing the particular person’s speedy want, the particular person sees them as a useful supply of data. Not solely do they study this model exists, however once they do want to name a plumber to assist with a long-term resolution or different want, they’re extra possible to name HomeX.

Older generations

Fidelity is a brokerage agency that sells investment-related merchandise. Every week, it sends out a free publication referred to as Fidelity Viewpoints to clients and individuals who join it via the web site. It covers monetary markets, investing methods, and private finance matters.

Since Fidelity provides retirement merchandise, akin to IRAs and 401(okay) accounts, they know a phase of their publication viewers is occupied with aging-related matters. So they printed an article within the publication about how to prepare a home so the resident can age in place, outlining the six success elements and highlighting the important thing takeaways on the very starting of the piece.

At the top of the article, Fidelity suggests further content material on its website – its life occasions hub of data and an article about how to discuss cash with household. That content material is almost definitely useful to a reader of the aging-in-place article.

Now, the reader views Fidelity as a useful and priceless useful resource for the issues which are essential to them. They could even click on on the subsequent step to have a Fidelity particular person overview their retirement technique, shifting them one step nearer to turning into a buyer or growing their loyalty as a present Fidelity buyer.

Pre-teens and youths

Game Informer began out in 1991 as {a magazine}. In this century, it expanded into an incredible web site for all issues video video games. It’s owned by GameCease and is promoted of their shops. (In the print magazine, all of the adverts are from GameCease.)

Game Informer doesn’t promote the video games. It covers business information, opinions, releases, and extra. It additionally publishes unique movies and podcasts, together with The Game Informer Show, All Things Nintendo, and Video Gameography.

Game Informer is all about cultivating and serving to the broader neighborhood of players – and that finally advantages a enterprise akin to GameCease.

Business affiliate or networker

With all that’s taking place in Washington, D.C., it may be troublesome to sustain with what you want to know. That’s why Charles Schwab created the WashingtonWise podcast. Every two weeks, when Congress is in session, the host talks and interviews friends in regards to the information and insurance policies that affect buyers.

They additionally take that audio content material and repackage it in different codecs most popular by buyers, akin to this text-based article: 5 Big Issues Top Washington’s To-Do List.

Social occasion visitor

Look on the buffet desk, and also you’ll see the manifestation of content material advertising. Quite a lot of meals manufacturers publish content material to assist their viewers with their cooking actions.

Ocean Spray publishes a publication that contains a handful of recipes associated to the season. For instance, round New Year’s, it featured appetizer recipes for cranberry bacon crostini, cranberry spiced Jell-O pictures, air-fried charcuterie bites, and cream cheese cranberry dessert dip.

These and different recipes are also on the Ocean Spray web site so folks looking for appetizers would discover them, too. While Ocean Spray desires the reader to purchase their cranberries, they’re OK sharing the knowledge with individuals who could not purchase their model.

5 extra choices to clarify content material advertising

“It’s what I create to make sure I connect with you.” – Deanna Ransom, president and government director, Women In Revenue

@DeeRansom3 explains #ContentMarketing as what I create to make sure I connect with you via @AnnGynn @CMIContent. Click To Tweet

“It’s content that delivers a message and is helpful … For example, when you land on a website, and you see blog posts and videos and other content, and you start to feel like you know that company … You get to learn more about them, and their content helps solve your problems. You start to connect with them and trust them.” – Amy Woods, founder and CEO, Content 10x

“Content marketing is what you really wish all marketing was – where the people who are trying to get you to buy something just help you and provide you with answers to your questions. (They) try genuinely to be collaborative support to you during the buying process instead of jumping straight to the click-this-button buy-now.” – Andrea Fryrear, CEO and co-founder, AgileSherpas

“We go online for answers. We go online for solutions, for things, for fixes, and for help. What content marketers do is build out those parts of the internet that are the most useful to the people that really need that information in their moment of truth. Content marketing is about making things that help people do things in their real lives.” – Andy Crestodina, co-founder and chief advertising officer, Orbit Media Studios

“Communicating without selling … That differentiates content marketing from a lot of other parts of marketing. It’s more about education. It’s about investing in the audience. It’s about answering questions and being a helpful resource for our audience.” – Monica Norton, head of content material advertising, Yelp

OK, after studying via all of the potential real-life solutions you possibly can use to clarify content material advertising, do you have got a favourite? Do you have got a special method to clarify it? I’d love to learn them within the feedback.

Updated Jan. 10, 2023

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Cover picture by Joseph Kalinowski/Content Marketing Institute