The Three E’s of Content Marketing

The Three E’s of Content Marketing

The 3 E's of Content Marketing

photo credit: Justin in SD via photopin cc

I recently starting reading David Meerman Scott's The New Rules of Marketing & PR and it got me thinking a lot about the marketing discipline. It's really interesting in the 10+ years since I started out in the marketing profession how marketing as a practice has evolved. Scott calls advertising “interruption marketing” as consumers need to be interrupted in order to consume the message. The TV commercial needs to get the viewer's attention; the print ad in that slick magazine needs to grab the eye of the reader; that pop up ad on your favorite website needs to make it past the ad / pop up blocker that you have installed.

With each of these advertising mediums, there are more and more ways to interrupt the advertising that's meant to interrupt you and persuade you into learning more about the advertised product or service. DVRs allow one to skip through commercials. Dish Network's “Hopper” creates recorded shows without commercials at all. Printed magazines and newspapers are feeling the pinch as more and more consumers are going online to get their news and information. Those publications that have online presences find their ads being blocked by browser extensions or plug ins allowing the viewer to consume their content with minimal or no interruption.

What'a a marketer to do?

As David Meerman Scott points out, marketers need to shift their thinking and embrace and utilize new tools to reach the masses. He touts the philosophy of the “Three E's of Content Marketing: Entertainment, Education, and Engagement.”

Entertainment

With the shift in marketing thinking, marketers need to create content on a variety of social media platforms that entertains the viewer. If the content offers a point of view, or presents something interesting, without delivering a hard sell, people will be more receptive to the underlying point of the content – getting them to perform some action be it making a purchase, signing up for a service, etc.

Education

Education is another facet of the “New Rules of Marketing.” When visiting a website, people need to learn something. They need to have that “a-ha moment” when they feel enlightened by what they've experienced. Showing them how to do something, providing instruction, giving them knowledge about a subject that appeals to them positions the organization as a trusted expert, giving the visitor a reason to patronize the establishment.

Engagement

Engagement is all about capturing the attention of the end consumer. Creating content that's relevant to what they're interested in helps to build a rapport between the visitor and the “marketing” entity. Providing entertaining or educational content helps to drive that engagement. You need to interact with people who could be your customer. Facebook, Twitter, blogs, are all vehicles for meeting and engaging potential customers. Being active where they're active is important. People appreciate when they feel like they're being listened to and their questions aren't falling upon blind eyes.

Marketing as a practice continues to evolve and it's important for marketers to evolve with the times and embrace the available technologies. The old way of throwing tons of money into an advertising program to create awareness or to move the needle with regards to sales is quickly becoming antiquated. More and more people are turning to online communities for information. Delivering content that appeals to them is a fantastic and economical way of finding new prospects and building a rapport with them.

What say you? What kinds of things did you used to do versus what you're doing now? What's working for you? Let's discuss!

Disclosure of Material Connection

Some of the links in the post above may be affiliate links. This means if you click on a link and make a purchase, I will receive a modest commission from the sale. These links help support the maintenance of this website.


Please be advised that I only recommend products or services that I have used or tried personally and believe will add value to my readers' lives. I am disclosing this in accordance with the Federal Trade Commission’s 16 CFR, Part 255: “Guides Concerning the Use of Endorsements and Testimonials in Advertising.”