Confusion abounds about content marketing – and it’s somewhat understandable. You can easily miss the purpose of content marketing when you throw out other words and phrases like “marketing,” “content curation,” “content creation,” “content strategy,” and “inbound marketing.”

In a sense, content marketing is bigger than what those other words reference. Think of content marketing as a something that’s deliberate, a corporate initiative that requires resources and commitment. It’s really a spectrum that includes shaping and distributing valuable content that helps people within an audience segment. The goal is to win them offer so they’ll remain loyal, buy more products and serve as brand evangelists – all to help the bottom line.

Content Marketing Institute says it best in its “What Is Content Marketing?” article.

“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”

I help businesses with different aspects of content marketing, primarily the digital part. But print can be part of the mix. Companies Like REI, Goose Island Beer, and ASOS invested in print magazines.

Digital content isn’t content marketing, although it can support a coordinated content marketing effort. Each content piece feeds into content marketing and builds momentum and trust among the targeted audiences.

I routinely coordinate with the type of professionals you need:

• Copywriters
• Designers
• Programmers
• Social Media Specialists
• Video Producers

Sometimes content can fall flat – an infographic just doesn’t stand out. A video isn’t well-produced. A how-to guide is too trite.

Small businesses, not just large companies, can pull off content marketing if they continuously produce relevant, useful content designed for a specific type of customer or client.

What’s your content strategy and how does it fit into a content marketing picture? I can size up what you’re doing and help you make the most of content marketing to build and keep your customers who will talk up your business. They’ll do that if you answer their questions and some of their issues before and after they become customers.

You can definitely mention your products and services. But what else are you doing to stand out and make a difference? Let’s organize and share your knowledge with the right people so you’ll be richly rewarded in the long run.