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So what, exactly, is content?

June 27, 2010

Since every man and his dog these days is professing to be a content marketing expert, I thought this an appropriate time to ask a very important question.

What exactly is content?

In fact, we were so intrigued by the question ourselves, we reached out to our network of marketing professionals and asked them to tell us their definition of content.

So here, in no particular order, the answers: the message; anything that engages the audience and inspires them to take action; anything written or published for external consumption; newsletters; press releases; solution overviews; powerpoint decks for sales pitches (yes, seriously!); trade show booths (I’m not kidding!); articles in trade magazines, and so on and so on.

What was interesting was that nobody gave us an answer like this:

“We view content as a way of telling the stories about our brand/products/services in a compelling way that entertains and engages our customers, solves their problems, provides unique insight and advice, adds value to their lives and builds a trusting relationship over a period of time.”

If you know your customers well enough to deliver on the above, the platform and the tactics will take care of themselves.

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