Content Marketing: How to Attract People With Content

Do you use content marketing for your business?

Are you wondering how to attract customers with your content?

To learn about the power of content marketing, I interview Joe Pulizzi for this episode of the Social Media Marketing podcast.
More About This Show
The Social Media Marketing podcast is a show from Social Media Examiner.

It's designed to help busy marketers and business owners discover what works with social media marketing.

The show format is on-demand talk radio (also known as podcasting).

In this episode, I interview Joe Pulizzi, founder of the Content Marketing Institute, the Content Marketing World conference and author of the new book, Epic Content Marketing.

Joe shares why a content marketing strategy is important for your business.

You'll learn how content marketing works and what you need to do to get started.

Share your feedback, read the show notes and get the links mentioned in this episode below!
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Here are some of the things you'll discover in this show:
Content Marketing
The latest video by Chipotle Mexican Grill and content marketing

Chipotle's recent video called The Scarecrow has been viewed more than 5 million times. The essence of the video is a scarecrow who works for a big corporation that's in the business of processing food. He soon realizes that he doesn't like the world he's in and decides to make things using healthy alternatives.

At the end of the video, Chipotle has included a video game for viewers. Their brand is only mentioned at the very end for a few seconds. It's received a lot of press.

httpv://www.youtube.com/watch?v=lUtnas5ScSE

Joe says that it pulls at the heartstrings a bit and if you can do that in marketing, it's great. This isn't the first time Chipotle has done this. They did Back to the Start in 2011, which was a similar movement.

You'll discover why in 2011 Joe would have said this was creative marketing/advertising and why today it's an approach to storytelling. And now it's fully fledged content marketing. The story is bigger than Chipotle, as they don't talk about their products or services. Joe believes more of this type of content marketing will be seen in the future.

One of the keys to content marketing is consistency. You need to take a 24/7 approach to telling stories to attract and retain your customers. This is exactly what Chipotle has done. They found their bigger story and began a movement around it.

Although considered long for a YouTube video at 3 minutes 23 seconds, Joe believes that if you tell a story it doesn't matter how long it is.

You'll hear why Chipotle agonized over whether to include the chili pepper in the video, which is part of their brand.

If you think about what stories you can tell, they should not be about you but rather something you stand for, which will make a difference in your customers' lives.

Listen to the show to find out why Chipotle's goal was to get their video out into social media.

How content marketing works

Over the last 50 years, advertisers interrupted people's attention with their advertisements. Today's content marketing is not about distracting the customer; it's to attract them with useful content.

You need to provide valuable, relevant and compelling content and deliver it consistently. People then grow relationships with you because they see you as the trusted source for that particular content. This can then lead to sales.

It can look like a daily blog, a podcast, a quarterly magazine, a weekly newsletter or even a TV show. You have to be the producer of the content and create an asset.

Content marketing happens when businesses start to think like publishers and deliver compelling content to a defined readership. You should position yourself as the go-to resource in your industry.

Listen to the show to find out why most people aren't set up as publishers.