The History of Content Marketing

Introduction to Content Marketing

Content plays a major role in the digital marketing. Since from the last few years, content made its footpath and now it’s the king. We can say that content marketing is a great alternative to the traditional marketing. There are different types of content are existing to reach out our audiences. This includes articles, audio, blog posts, case studies, e-books, infographics, newsletters, videos, whitepapers, and much more. Do you think that content helps to reach the right audience? Why not? Great content helps with the marketing and the content is the future of marketing.

You might have heard that traditional marketing is decreasing time-to-time and as a marketer, you should think for a better way. Hence, there comes content marketing. If you’ve decided to jump into content marketing, then you should be a great storyteller and your story should be great to speak. Why? This is because humans speak only about great stories. Hence, it’s best to have a great story for your brand than others. Let’s read below to know about the evolution of content marketing and its changes year-to-year.

What is Content Marketing?

Well, Content Marketing is a form of marketing approach which completely focuses on the content. The following diagram describes what exactly the content marketing is,

Create (Content) à Distribute (valuable, relevant, consistent content) àAudiences

Here,

  • Valuable – It means that blogs or websites, videos that provide what the customers want.
  • Relevant – Your content should be useful to the customers and as well as it should meet their needs and interests.
  • Consistent – Your content should be effective and your writing style should speak and attract customers to read your content.

This strategic marketing approach is followed by leading brands to reach right audiences and to make conversions or driving them to do some profitable action. Through the content marketing, you can reach out your audiences and as well as it’s a great way to solve their issues.

Content Marketing (used by top brands) – Why shouldn’t you?

A recent study shows that content marketing has been used by most of the marketers. Besides, it’s a favorite marketing strategy for some top-leading brands as well. Nowadays, most of the leading brands such as Microsoft, P&G, Cisco Systems, and John Deere use the content marketing strategy to reach the audiences that they want to sell their products and services. Not only it’s used by the top brands but also used by the small business to reach the right audiences to drive profitable customer action. Furthermore, content marketing takes place in the one-person shops as well. Why, because it works.

Why Content Marketing?

You might ask that why brands use content marketing. This is because content marketing works and it helps to reach out the audiences so we can deliver the message that our customers need to know. What does the content marketing do for you? Here are some of the key factors of content marketing,

  • You can get increased sales
  • Save your cost
  • Get better customers

In addition to the above, it’s quite easy to communicate with the customers through content marketing. As we all know that people will turn towards to the search engines for finding solutions to their problems. Hence, there will be a chance to win the consumer’s mind if your business is visible on the search engines.

In order to visible in the major search engines, your content should be well-optimized and as well it should be a high-quality content.

Is Content future of Marketing?

Do you think that content is the future of marketing? Why not? This is because content helps for marketing our products, creating awareness of our brand and much more. But the thing is that your content should be relevant, valuable, and should solve the reader’s issues.

Is it Possible to do Marketing without Great Content?

The next question for you is “is it possible to do marketing without great content”. It doesn’t matter that which type of marketing strategy you follow. But, it’s good to include content marketing as one of your marketing strategies. The following list explains the role of content in all forms of marketing.

  1. Social Media Marketing:

In the social media marketing strategy, the content marketing strategy is becoming a major part and it comes from the social media marketing.

  1. SEO

SEO is the Search Engine Optimization. Search engines reward websites or business that comes with high-quality and unique content.

  1. Press Releases

PR strategies help to address the issues that your readers care.

  1. PPC

PPC is the Pay per Click and if you to make PPC work, then you should create useful content.

  1. Inbound Marketing

Do you think that content will be helpful in inbound marketing? Yes, of course. It plays a prime role in driving leads and as well as traffic.

  1. Content strategy

It is becoming a major part of most content marketing strategies.

What are the goals of content?

Do you think that there are some goals for creating useful content? If yes, you’re almost right. Here are some content goals to know:

  • Load and customer conversion
  • Creating Brand Awareness
  • Upsell
  • Passionate Subscription
  • Retention and loyalty

These are some of the reasons for creating content and distributing it throughout the internet.

History of Content Marketing

As we all know that starting from small to big brands started telling stories to attract customers. Here are some of the examples,

The first content marketing strategy was identified a really long time ago, approximately in the 4200 B.C.

4200 B.C.

In the year 4200 B.C., cave paintings have been discovered in some places like Spain, Malaga, and some seal-like images were found in Neanderthals which shows the original proof of communication through content.

1732

In the year 1732, Benjamin Franklin promotes his printing business by publishing Poor Richard’s Almanack.

1801

Later in the year 1801, Paris Bookstore named Librairie Galignani started following some content marketing strategies to enhance its business. Some of the strategies followed by them include creation of original books, opening of reading room, publication of articles from influential authors in its own newspaper.

1835

In the year 1835, a newspaper called “The New York Sun” became the most circulated newspaper in the world. This newspaper became more popular after started publishing a series of articles related to scientific discovery of life on the moon.

1861

In 1861, a great magazine so-called American Bee Journal was launched by Samuel Wagner and still this magazine is publishing nowadays.

1867

After 1861, a magazine called “The Locomotive” debuted by the company named “Hartford Steam Boiler Inspection and Insurance Company”. Did you know? In these days, this company is called the longest-running magazine in all over the countries and this magazine is still published today under the same name “The locomotive”.

1882

In order to spread the benefits of electric lighting, a magazine called “The Edison Electric Lighting Company Bulletin” has been published in the year 1882.

1887

Later in the year 1887, a popular magazine called “Scribner’s magazine has been created by the Charles Scriber’s sons in order to provide the information about the lives of the most famous authors of the publishing companies. The Scribner’s magazine competes with the two monthly magazines such as Harper’s Monthly and Atlantic Monthly. And, the main aim of the Scribner’s magazine is to generate more sales of its books.

1888

In 1888, “Johnson and Johnson Company” aimed to start publications for the informational needs of the doctor. The name of the publication by the Johnson and Johnson Company is called as Modern and Methods of Antiseptic Wound Treatment. Moreover, in order to share more helpful articles, there are two more publications have been launched by the Johnson & Johnson Company.

1895

John Deere has been introduced a magazine so-called “The Furrow”. This magazine is publishing in 40 countries and 12 different languages. This magazine is still publishing in countries and has a circulation of 1.5 million.

1900

In the year 1900, Michelin has been developed the guide called “The Michelin Guide” which is a 400 page guide. This is the best guide which is helpful for the drivers to find lodging while traveling and as well as to maintain their cars.

1904

In 1904, the Jell-O launches and distributes some free copies of its first recipe book under the name of “Jell-O Recipe Book”, which contributes the Company’s sales of nearly $1 million by 1906.

1924

A world’s largest radio program launched by Sears to help farmers stay informed during the reduction crisis. And, the content has been supplied by the Sears Roebuck Agricultural Foundation.

1930

This is the year which gives birth to the “Soap Opera”. In this year, Procter & Gamble had partnership with the brands named Duz & Oxydol to produced radio content.

 1968

In 1968, a popular magazine called “Weight Watchers Magazine” was founded and it’s considered one of the best consumer magazines which are distributed to people through newsstands and supermarkets.

1982

In the year, Marvel and Hasbro teamed up together to produce the comic book under the name of “Real American Hero” and as well as the TV series which is based on the G.I. Joe action figure. This makes the G.I. Joe into a household name.

1987

LEGO Club Magazine (previously known as Brick Kicks magazine) which is launched in the year 1987 by LEGO.

1994

Nowadays, we can’t imagine the world without the internet, right. In 1993, a first commercial website called “The whole Internet Catalog” launched by O’Reilly & Associates.

2000

In this year, a revolutionary eBook (Unleashing the Ideavirus) has been offered by the Seth Godin. This eBook is still considered as one of the best all over the time. Besides, this eBook has been downloaded by the users over 1 million times.

2001

In 2001, BabyCenter bought by J&J from eToys.

At the same time, Penton Custom Media which was founded in Cleveland, Ohio has been started to use the term “Content Marketing”.

2004

In 2004, Sherwin-Williams launched a magazine called “STIR” in order to target commercial interior designers and architects.

Moreover, Magnum Opus Awarded debut for celebrating exceptional content marketing and nowadays, it is popularly known as Content Marketing Awards.

2006

We have already discussed that content can be in any form such as Text, Videos, Infographics, and so on. In order to drive more traffic and increase sales, Blendtec uploaded a video under the name “Will it blend?” on YouTube. This video has received over 235 million views and got 910,000 subscribers.

2007

In these days, OPEN Forum acts as a key resource for a small business and it was launched in the year 2007 by American Express.

2008

In 2008, a content site for teen girls was launched by P&G which is named as BeingGirl.com. Besides, it is considered to be 4x times better than other similar traditional media campaigns.

Along with this, another great book for content marketing “Get Content Get Customers” has been released. This book is considered to be the great book for content marketing.

2010

Content Marketing Institute has been started for making its debut.

2011

Makeup.com has been bought by L’Oreal and has been relaunched it as a content platform.

Later in the year, a largest content marketing-focused event “Content Marketing World” annual conference has been launched by CMI and Chief Content Officer Magazine as well.

2012

In 2012, Joe Chernov has been awarded as the best “Content Marketer of the Year” and he is the first recipient of this award.

Later in 2012, Intel debuts a digital magazine “Intel IQ” which focuses on tech culture.

In the year 2012, Kraft increases its marketing ROI than what it gets from its targeted advertising by started focusing its entire marketing department on content.

2013

In 2013, Red Bull Media launched 20 mini-movies and it became more popular in all over the world.

2014

In order to create original videos, Marriott International has been launched an internal creative and content marketing studio together with the key influencers.

2014

In 2014, the LEGO movie debuts and introduces the first example of a major-studio film.

2015

The story of Content: Rise of the New Marketing, (1st documentary film about content marketing) debuts in the year 2015.

2016

The UBM’s electronics media portfolio has been purchased by Arrow Electronics and it’s becoming the first example of a fortune 500 company acquiring several media companies.

2017

In the year, marketers and sales representative started working together to create a great content in order to increase sales and drive traffic to the businesses.

Conclusion

Here, we have discussed the importance of content marketing and how does it help your business along with its year-wise changes. As we discussed above, content marketing stands up in the digital world and it helps for a brand awareness and reputation. Hope you’ve come to a clear understanding of where the content marketing began and now where we are.

As we have already seen above, a valuable and relevant content is enough for the great content marketing strategy. Hence make use of the power of content marketing to increase your sales and drive traffic to your businesses.

How to Successfully Promote your Infographics in 6 Simple Ways?

In these days, the internet is loaded with useful information. It’s available either in the form of plain text or images. Most of the business owners and marketers are including the visual content in their plain text to represent their information in an attractive way.

Why infographics play a major role in the content marketing? The reasons are many to include infographics in the content marketing.

This is because it benefits you by means of increasing followers and subscribers, enhanced interaction on your blog, good relationship building, branding, increasing traffic, and much more.

As we know that infographics are becoming more popular and as well as the competition also becoming higher. Hence, the need for the promotion of your infographics emerged.

Promoting your infographics includes various methods which are listed here,

Choice of your topic

The first and foremost thing you should think is that well-made infographics without promotion won’t be useful anyway. What should you do? In order to get the trending content, you can make use of the content creating tool so-called BuzzSumo.

It’s quite easy to search for the trending topics with this tool. For this, you just need to do few simple steps. Just enter your topic into the search bar and you can filter the results by date to get trending topics. Make sure that you pay attention to the number of social shares for each topic. This is because it will help to know how much shares/attention each post gets from social media. All in all, create a useful and informative content to generate long-lasting traffic.

Eye-Catching Infographic Script

Following the interesting topic, you should create an informative content in a more appealing way. Not only the design of an infographics matters but also the content matters a lot. Hence, try to showcase your content in the way the user wants. The killer infographics split into 4 parts:

  • Attention-grabbing headline
  • Short and crispy intro
  • Numerous informative content
  • Include your data sources

Be sure that your infographic answers to each question that your infographic title rose and keep your visual content within 300-400 words.

Publish it in your own blog

Most of the marketers do mistake by not publishing the valuable and well-worthy infographics in the distribution channels. The foremost channel you can go with is your own blog. As we know that, infographics are more likely shared by lots of people when compared to the plain text. Hence, if you refused to use your own blog to promote your infographics, then this is the biggest mistake that you’re doing.

Besides, it’s quite easy to implement this step so don’t forget to implement your infographic in your blogging platform.

Include Social Media Buttons

Your work doesn’t end with creating appealing infographics; instead, it continues with embedding social media sharing buttons. Every marketer would love to get their content (plain-text, images, and infographics) shareable by others. How can you do this? The one best way is to embed the social media sharing buttons beside to your killer infographic which makes the users share content effectively. To do this, you can use a tool such as “AddThis” which is simple to use and helps to complete your task without a mess.

Optimize your Infographics:

The next move you should take is to optimize your infographics for search engines. This is because it’s quite difficult to make the most popular infographic visible in the search engines without proper SEO. Hence, optimize your infographics by means of the following steps,

Filename – Avoid giving some boring and generic title to your infographics by writing a proper and relevant file name to your visual content.

Alt text – Be sure you’ve optimized the alt text of your infographics. This is because Google uses the alt text to find the topics of the infographic. Besides, it’s helpful to know what the infographic is about when the image failed to load in the user’s browser.

Meta description – As like how you’re optimizing the content for search engines with attention-grabbing Meta description, the same step applies here. Make sure that your description is between 135 to 160 characters as the search engines display the description with this character length.

Repurposing your Infographics:

Infographics are an easy way to generate more traffic to your business if you promote it effectively. You can even enhance its usefulness by converting it into various forms like step-by-step guides, slideshows, and so on. Yes, you can repurpose your infographic into slideshows using tools like GNU Image Manipulation Program or GIMP. It’s an easy tool to use. Hence, create an appealing infographic and repurpose it into slideshows to make your content more discoverable to your target audiences.

Summary

When comparing to other data visualizations such as graphs, charts, timelines, and diagrams, infographics play a major role and it provides numerous benefits to you. Due to the increasing competition for infographics, you should pay special attention to make sure the shareability of the infographics. Make use of the aforementioned steps to promote your infographics in a successful manner.