the content marketing (content marketing) is a marketing discipline which involves the creation and distribution, by a brand, of media content in order to develop its activity. These informative, useful or entertaining content can be presented in the form of news, videos, white papers, digital books, infographics, case studies, how-to guides, question-and-answer systems, photos, forums, business blogs, etc.
Content marketing combines a brand communication logic with a traditional media offer.
the content marketing, rather used in the field of BtoB, is more aimed at prospects with a commercial perspective while the brand content (branded content) sees content as an offshoot of the brand and is aimed at different audiences.
Content marketing is particularly developed on the web where it differs from traditional advertising which consists of displaying advertising messages in the form of banners on websites. In particular, companies write real scenarios of storytelling on their sites posting on social networks where they can engage in a real conversation with their community of fans or their customers.
Content marketing does not focus on sales, but on communication with customers and prospects through programs that enhance elements of the brand’s capital (eg: social responsibility, cultural heritage, ability to innovate). This marketing communication is thus distinguished from advertising which must sell (spot, advertising banner, product placement) or sponsorship which brings visibility for a brand. In the same way as for advertising, it is possible to measure the return on investment of a content strategy, the latter having the ultimate goal of generating a commercial opportunity..
- 1895: John Deere launches the magazine The Furrow, providing information to farmers on how to be more profitable. The publication, considered the first ‘bespoke magazine’, is still in circulation, reaching 1.5 million readers in 40 countries and in 12 different languages..
- 1900: Michelin launches the Michelin Guide, offering information to car drivers on car maintenance, accommodation and travel advice. The first edition distributes 35,000 copies free of charge.
- 1904: Jell-O vendors go door to door, handing out their cookbooks for free.
- 1987: Lego launches its magazine Brick Kicks