Content marketing is one of the industry's biggest success stories of the past decade. But what is content marketing and how do you define it?

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7.
Seven elements that define content marketing
Content marketing is one of the industry's biggest success stories of the past
decade. But what is content marketing and how do you define it?

2. WWW.THE-CMA.COM
1.
7.
@THE_CMA
#CONTENTMARKETING
John Lewis – John Brown
Seven elements that define content marketing
It's produced for a brand
The CMA’s Content marketing is one of the industry's biggest success stories of the past decade.
But what is content marketing and how do you define it?
Content marketing is ultimately a sales tool. It may take
longer than some other mediums, but it still sells product.

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Sainsbury’s - Seven
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2.
It seeks to form a deep relationship
with a consumer
This is no 30-second medium. Content marketing forms a powerful,
long-lasting bond with its target audience.

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3.
It's multichannel
Good content will work across any channel.
Engagement is the key.
Audi - Northstar

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4.
Lloyds of London - Sunday
It's measurable
No measurement, no results, no point.
All content platforms have a number of established
methods for proving effectiveness.

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5.
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British Airways - Cedar
It engages the consumer for a significant
length of time
Content is about all about sustained attention, gaining your customer's trust
by drawing them into your brand's world for an enviable amount of time.

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M&S - Redwood
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6.
It performs a number of marketing tasks
Deep breath... Awareness, loyalty, sales, brand-building, engagement,
cut-through, point of difference, and many more.

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7.
It's effective
Countless studies - many of them commissioned by the
CMA - have proved that content marketing consistently
outperforms other media over a greater length of time.

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The definition of content marketing
“The discipline of creating quality branded
editorial content across all media channels
and platforms to deliver engaging
relationships, consumer value and
measurable success for brands.”
The CMA, www.the-cma.com

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