// WIDSIX WRITTEN WORD //

What is Content Marketing?

con·tent mar·ket·ing

noun

  1. 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.

“social media is an integral part of content marketing”

 

Content marketing is the marketing of the future. Consumers are sick and tired of seeing blatant ads, made to be as obnoxious and in-your-face as possible to compete with the thousands others like them out on the web. The problem with this traditional style of advertising is that it’s promoting the message that all the company wants is to plaster their product everywhere so that they can sell to as many people as possible. After a long day of being bombarded with ads, customers may feel as if companies view them as nothing more than cash cows. But content marketing is different. Content marketing embraces the give-and-take side of marketing. You want to provide your customers with valuable information and/or entertainment while exposing them to your product at the same time. In this equal exchange, the customers come away feeling satisfied and happy, and view your product or brand as a positive force. By doing this, you can establish that you are a helpful, trustworthy, giving brand, who truly cares about the customer’s experience.

Content Marketing Institute uses the example of the brand American Girl. The American Girl brand is a massive conglomerate of various forms of educational media from apps, games, videos, films, print publications, etc. However, all of these are designed around marketing their product: 8-inch dolls. The brand was initially built upon dolls who represented a specific historical period, and therefore all of the media featuring these dolls was fairly educational and content-based. Content Marketing Institute says, “In short, American Girl’s content marketing focuses on how a child can interact with the doll or things that are important to this demographic.” Each doll had a different story and life of their own, which was appealing to many young girls who felt they could identify with the girls portrayed in the stories. This continues to be an extremely effective marketing technique, as American Girl is now an award-winning, multi-million dollar company.

So now that we’ve explained what exactly Content Marketing is, you’re probably wondering how you can use it to grow your brand. Next week we will discuss how you can wield the power of content marketing to expand your small empire, with 4 Content Marketing Strategies for Your Small Business. Stay tuned!

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  • Shoutout to our friends at @scottsdalerecoverycenter!🎉 They are now offering Telehealth sessions for recovering addicts during the COVID-19 crisis. Everyone is advised not to leave their homes which means that recovering addicts cannot attend support meetings, therapy sessions, or receive the vital care they need. Scottsdale Recovery Center is doing their part to ensure their patients stay sober and safe in the midst of this worldwide issue. Way to go SRC! 🙌
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  • A side effect of everyone working from home is the increase in phone meetings, which we can all agree are often... chaotic. This is exactly why we created a handy little Conference Call Bingo sheet for you to fill out after you've given up on trying to hear what Bill from Accounting is saying through the hideous, screeching feedback. -
(Seriously, please fill this out and send us the results 🤣)
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  • Account Manager by day, yoga instructor by night... @kaitlin.eazer does it all! 🧘‍♀️
📍 @merkabayoga
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  • Working from home this week❓ Here are some productivity tips:
🔸 Declutter + clean your workspace.
🔸 Get ready for the day (no PJs allowed!)
🔸 Open those blinds to make your space bright and come alive with natural light.
🔸 Set goals + a schedule to maximize productivity.
🔸 Take breaks to get up, stretch, and walk around every once in a while.
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  • We 💛 AZ local businesses, so it's tough to see them struggling due to the mandated restaurant shutdowns. Here are just a small handful of our favorites — and they're all offering delivery and take-out during this time, some even with great discounts and/or free delivery‼ Go grab some yummy food + support local!
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In order from left to right ➡️ @azwilderness ➡️ @dailydosegrill ➡️ @thehenryrestaurant ➡️ @ohsobrewery
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  • #FridayFavorites 👉 Social Media Manager Ana @ageezzyy loves hanging out at Elevate Coffee Co. This amazing spot was not only voted best coffee in North Phoenix, but they also donate a percentage of their profits to @water4kidsint, a nonprofit that drills wells in Uganda, India and the Philippines.
📍 @elevatecoffeeco
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  • Spotted on a barista's water bottle at The Henry‼️👀 #slapawiddy
📍 @thehenryrestaurant
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  • #FridayFavorites 👉 Our graphic design wizard Mandy is a big fan of Swig (formerly known as The Soda Shop). "It’s got a great atmosphere," she said. "And the workers are super nice and chill!" Not only is it a great place to work, they've also got unique, delicious soda concoctions 🍹
📍 @thesodashop_
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