What makes for good content marketing?

How does a marketer demonstrate thought leadership, communicate authenticity and engage customers? With content marketing designed to benefit the target audience, not just meet the needs of the marketer.

According to a new survey, 43% of people in the 18- to 24-year-old age group rely on social media to search for content.

But what makes for good content marketing? Buzzfeed's UK editor told an audience not long ago that a video titled 31 Insanely Easy and Clever DIY Projects was viewed 7 million times. Yet a video titled 21 Awesome Facts about David Bowie had much, much lower viewership.

Why did DIY do so much better than David Bowie? Jonny Rose of idio (a content marketing agency) explains that 'in order to excel in the world of content marketing, companies must remember that customers don't care about you, your products, your services. They care about themselves, their wants and their needs. So it’s crucial to be helpful'.

“31 Insanely Easy and Clever DIY Projects” got over 7 million views, whilst “21 Awesome Facts About David Bowie” nosedived.
Read more at http://www.thedrum.com/opinion/2013/07/12/compelling-brands-content-marketing-insights-buzzfeed-youtube-channelflip-seven#iOCcJuoQgBryFpX4.99

“31 Insanely Easy and Clever DIY Projects” got over 7 million views, whilst “21 Awesome Facts About David Bowie” nosedived.
Read more at http://www.thedrum.com/opinion/2013/07/12/compelling-brands-content-marketing-insights-buzzfeed-youtube-channelflip-seven#iOCcJuoQgBryFpX4.99

Rose points out why Makeup.com, owned by L'Oréal, is successful at content marketing. The site covers cosmetics tips, celebrity looks, beauty trends and specific product ideas. It also makes it easy to share content via Facebook, Pinterest, Twitter and YouTube.

Most important, Makeup.com is designed as much for advice as it is for commerce. L'Oréal brands are featured, but the focus is on helping consumers learn about the latest makeup colours and styles to see what they like and might want to try. When consumers perceive a benefit in exploring the beauty tips and ideas, they become regular visitors to Makeup.com and are more inclined to buy products they see there.

For more about content marketing, see chapter 9 in my new edition of Essential Guide to Marketing Planning.