Editoriale

---

Damian Ryan in his book “Understanding digital Marketing,” defines content marketing as “the currency hat digital marketers use to engage, interact and influence their customers.” He sees social media as the ideal funnel for the distribution of the content. In an article entitled “What Is Content Marketing?” Josh Steimle gives four reasons we should consider content marking, which are awareness, research, consideration, and buy.

Content that makes a product

Valuable content makes a great product. And valuable content is based on great idea. The complementarity between valuable content and innovative idea is a combination of great organizational skills, meticulous attention of detail, creativity and analytical acumen,” according to Ryan.
For a product such a newspaper, “news and blog,” is the type of content I would consider. Knowing my audience, their likes and dislikes, based on their taste, I will cover “news that is specific,” set up a search engine accordiling, and publish “short – form content on my blog on a regular basis in order to have something “to promote and engage with (my) customers on social media channels,” according to Ryan.
I will also consider “native advertising,” which offers “the opportunity to speak to, interact and engage with customers and the places where they congregate online,” writes Ryan.

Content that breaks a product

Not all content make great product. They are poor content that can break our product. Ryan has indicated that “dirt – cheap, poor quality content, (which is) often sourced by non – native writers, or worse still spun one article into 1,000 other versions.” He warned that this system is risky as google is able to separate the great from the poor.