What distinguishes good content from great content? It's a fine line—like so often in marketing, it’s usually not an objective opinion, but instead depends on your own expectations, needs and values.
Content Marketing vs. Advertising
When you listen to marketers talking about great content you rarely hear that they’ve worked with exceptionally talented content producers, copywriters and designers to make their content stand out amongst others. What you usually also don't hear is the amount of work that goes into research, finding influencers that are trusted by the community and the consumer environment. Only if this is done right, can you brief the producers, copywriters and designers or start working on an emotional message for the consumers and not the brand.
Here is how the Content Marketing Institute describes it:
Content marketing is the marketing and business process for 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.
Find out more about content marketing and how you can use it for your business in our latest Slideshare presentation: