Author C.C. Chapman teaches how storytelling—creating a compelling narrative around your content or product—is at the heart of both marketing and business, using examples from his own career.
- Hi, I'm C. C. Chapman, co-author of the book Content Rules. I make a living as an author, speaker, and consultant, working with brands around the world of all sizes to do better with online media. So, content marketing is the marketing de joure these days. It's been around forever. I mean, radio print and television ads were content marketing. Content's what you've created to share your story with the world. But now, because of the social nature of the web and more and more people being on it, people are paying more attention to it, because you can't just create a print ad and hope the world's going to be excited by it.
So, content marketing is really strategically looking at what you're doing from a marketing and communications perspective, and how you're going to make images, words, stories that people are going to want to share with others. And that's really what content marketing boils down to. So, the goal of content marketing should always be about getting your immediate audience to share what you've created with their audiences. So, your potential customer base or people who already have your product, they know about you.
Reaching them is easy. But because, what makes the web so powerful, is when somebody else shares information about you. I may not care about your company because I've never heard of it yet, but if one of my friends is a fan of your product shares something you've created, all of a sudden now it's on my radar. And the hope is that, wow, maybe I'll be so excited by it that maybe I'll come purchase your product or service. Or at least find out more. And in the best possible situation, I'll be so excited by that content that I'll share it. And that social reaching out beyond communities is what, why content marketing in today's world is so exciting.
- What is content marketing?
- Getting started with a small budget
- Building a community
- Finding your "human" voice
- Publishing content regularly with an editorial calendar
- Measuring success