Experts and nonprofessionals in public relations can say that content management is the most important thing in their profession. Mostly because every day they are faced with writing for the media, social networks, internal communication, advertisements, campaigns, crisis management, public speech or finally as a student of public relations, writing seminars or blog assignment 🙂

What is content marketing?

Noun, „a type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.“ (downloaded from https://en.oxforddictionaries.com/definition/content_marketing, 03.03.2018.)

Content marketing Institue defines content marketing as „a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action” (http://contentmarketinginstitute.com/what-is-content-marketing/, 03.03.2018.). It is not important to understand the meaning of the word, but defining and understanding the importance of content itself.

Why should we learn about content marketing?

Whether we are students of professionals, we ´ll have to understand that content is important for business. In today’s pool of information,  brands, and products, content is creating valuable, relevant content to attract and engage audiences and target groups.

7 Elements that have to be present in planning content marketing strategy: (https://www.lynda.com/Marketing-Lead-Generation-tutorials/Defining-understanding-importance-content-marketing/369044/386347-4.html, downloaded 10.02.2018.)

• Number 1 – „Content marketing engages individuals on their own terms“
• Number 2 – „Your content marketing is based on interactions with your buyers“, so you should be creating content that is relevant your buyers and want they want to hear and what they’re searching for.
• Number 3 – „Your content marketing should tell a continuous story“, not only your business story but also the story of your customers, should be narrative and interesting
• Number 4 – „Make sure that content marketing is the right fit for your channels“, different types of content for different channels because they don’t need to be right for another channel
• Number 5 – „Your content has a clear purpose“, all content should have a goal and purpose
• Number 6 – „Your content marketing has pre-defined metrics“ whatever metric is, it should be determined before we are creating content
• Number 7 – „Content marketing is almost always evergreen“ – lasts for months, and years.

Since content marketing is rooted in all aspects of public relations, it is very important to keep in mind all seven facts. Knowing what you want to get from your customers and consumers, targeting them on the appropriate way, you be excellent. You will always have a piece of text that everyone is interesting to read.

Written by Katarina Prša