The Content Marketing Equation

The Content Marketing Equation

Has there ever been a more overused and misunderstood phrase in marketing. Content  marketing is a redundancy . All good marketing is content marketing. Because all good marketing is target marketing. Content marketing lets us target a message to a narrowly defined audience interested in that content.

There are three variables in the content marketing equation. The content, the message, and the audience. Mostly, the focus is on the content variable  Lets not allow this content focus be at the expense of the message or the audience variables. 

In order for your marketing to be successful your message also must be appropriate for your audience.

Be certain that your vehicle for content-delivery is appropriate for both your content and the audience with which you are trying to connect. Regardless of whether that messaging vehicle is a 30-second spot, a white paper, a trade show booth, or anything else. 

That is not to say that the same content cannot be delivered in multiple message vehicles. It can and should, with each message integrated with the others. All of the messaging vehicles  must be appropriate for your target audience.

So, lets call this audience marketing rather than content marketing. Lets make the audience that you are trying to reach with your content the starting point. Then tailor your message and vehicles to that audience.