Why Content Marketing Needs Professional Writers/Journalists
Way back in 2010, Joe Pulizzi, the leading evangelist for content marketing, founded the Content Marketing Institute, because he had proof that brands and companies could do a better job of marketing themselves.
As Pulizzi still defines it: “Content marketing is the strategic marketing approach of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”
What does that actually mean?
Whether your company and brand(s) target consumers or other businesses, your content marketing is genuinely committed to educating and informing your existing and prospective customers. You are making the effort and taking the time required to find and share relevant, credible information that is of real use in an engaging, accessible format.
What’s the real difference between content marketing and native advertising, branded content, product marketing, traditional marketing, social marketing, social media, inbound marketing and public relations?
Content marketing is related to every single one of them but the key differentiator is that true content marketing is the art of communicating and sharing information without blatantly PROMOTING or SELLING your own brands, products and services!
Rather than pitching your products or services – you are educating and informing your existing and prospective customers about everything from market trends to why a particular strategy is effective.
You are providing relevant, valuable, accurate, credible and authoritative information – if they welcome and appreciate the information.
You are presenting biased, irrelevant and inaccurate information – if their defenses go up when they start reading the content, then they resent and reject that information.
To deliver readable, credible and engaging content that tells a great story while providing plenty of solid facts and data, increasingly astute content marketers turn to writers and content creators who are trained journalists with related experience on trade and consumer publications.
Certainly, their marketing department may have such writers in place, but if not, they are outsourcing to freelance content marketing writers who have journalism backgrounds. They have the training, skills and experience needed to create superior marketing content for their e-newsletters, blog posts, social media, microsites, video clips, online presentations, print magazines and webinars/webcasts.
It makes good business sense because as the report “2016 Benchmarks, Budgets and Trends – North America” by the Content Marketing Institute’s Pulizzi and Marketing Profs’ Ann Handley, discovered, 56% of respondents said their organization’s top content marketing challenge is the production of engaging content and 76% said the TOP priority is to create more engaging content.
They need writers with the appropriate skill set and experience, particularly as Pulizzi and Handley also note that 76% of B2C marketers now use content marketing and that 76% will produce more content in 2016 than 2015. About 50% of respondents plan to increase their organization’s content marketing budget in the next 12 months and those surveyed will now devote 32% of their entire marketing budget to content marketing up over 25% the previous year.
What’s the major difference between B2C and B2B organizations when it comes to content marketing?
As mentioned earlier, 76% of B2C organizations use content marketing, while 88% of B2B organizations rely on content marketing – otherwise the statistics are remarkably similar.