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Content marketing

The strategy with two obvious pillars: content and marketing. ‘Content’ means the creation of original content or the curation of content for the benefit of a businesses' audience. ‘Marketing’ means getting people to discover and engage with your content; one cannot live without the other. Creating content for SEO, for example, is not content marketing. A business needs to actively get its content discovered, and it has to do it in a subtle way, without pushing it down people’s throats or interrupting them with push advertising. Content marketing should be a pull strategy — a strategy that allows people to discover you, rather than you crashing their party.

Online video is destined to become one of the most important social media channels available. Humans are, first and foremost, visual creatures and, when given a choice to watch a video about something or read an article about it, they will overwhelmingly choose to watch something. Businesses should take advantage of this very human trait. Youtube, Vimeo, Metacafe, Livestream, Periscope, Qik, StumbleVideo and a whole host of other English-speaking sites make it easy for users to create an online video presence. In China, websites like YouKu, Ku6, Qiyi, Panda TV, and imbatv all allow users to upload video to share with family, friends and acquaintances, as well as people one doesn’t even know.