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<i>Marketing Tech:</i> The Content Marketing Craze

By Lisa Flynn

Well, it's official. The term “Content Marketing” has now entered the double-edged world of a “household name.” Strive for it? Sure, for a brand. But, when a concept, an idea, or a tactic reaches that level, it creates an inverse correlation between the amount the term is used, and the degree to which people understand it. Other terms to bear this fate include “Branding” and even “Marketing” itself.

So, for the record (or the rest of this article, anyway), according to Wikipedia, the most common definition of Content Marketing is: “The technique of creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined target audience in order to drive profitable customer action.” There are a lot of concepts wrapped into that tidy little statement. What it doesn't say is that Content Marketing as a whole is a strategy. Creating and distributing the content pieces are tactics. With that in mind, let's break the definition down and examine how you can best use content marketing to drive revenue ' because at the end of the day, that's what marketing is all about.

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