How do you define content marketing?

May 6, 2011

I was reading What’s the Return on Investment (ROI) of Content Marketing? (a useful article with nice infographics and links to other useful articles) and it contained a great definition of content marketing excerpted from another great article, Top Ten Reasons Why Your Content Marketing Strategy Fails. Here’s how Valeria Maltoni, the “Conversation Agent” defines content marketing in that article: 

“The definition – content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.

It’s the opposite of interruption marketing. You create great content that attracts customers and prospects, educates them, and potentially engages them in a conversation with you.”  

I’d love to know what you think. Is this definition good enough? Could it be better? Is it missing anything?



2 Responses to “How do you define content marketing?”

  1. contmarkdk said

    Good question – I think the definition is flux, as content marketing is still considered a new marketing technique. One comment on your defintion: I think the line: “- with the objective of driving profitable customer action” is misleading. In content marketing you don’t want to signal that you are selling stuff. You simply want to create good – not salesy – content that helps you attract new customers and let existing ones come back. From your definition you could get the idea that you want to include sales pitches in your content, but that’s a nogo, so perhaps you want to tweak it a bit.

  2. Heather Meza said

    Thanks for your comment! I completely agree with your point. There's something missing in this definition that really bridges that gap well. I think it's important for a definition to help folks understand why they should do content marketing at all and ultimately it is about contributing to the business. I also believe the idea of helping instead of selling is key and you don't want to lose it. That's the shift that needs to happen. Become a trusted and valued resource through your content and they will act—-that's the promise of content marketing. That's the leap of faith folks must take.Thanks again. Love this dialog! Anyone else have some thoughts to share?—– Reply message —–From: "Posterous" <

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