What is Content Marketing?
A quick word on ‘content marketing’. The Content Marketing Institute, an online resource for information on all things content marketing related, defines content marketing as follows:
" Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action. "
Yet content marketing is a spectrum industry, and there are varied players within this field. These include advertising agencies that have a new-found appreciation for branded storytelling outside of media placement; Direct marketing agencies that are moving from “offer-focused” to “engagement-focused” content; SEO companies that are shelving the SEO business in response to Google Panda and Penguin updates; and pure content marketing agencies, formerly known as custom publishers.
Where does Cherry Digital sit within this broad spectrum?
Well, we cover all these areas, but we are primarily a PR-led agency. While writing great content and uploading it onto a client’s blog on their website is important (for a variety of reasons such as customer engagement; SEO etc), any marketeer will tell you that getting national press coverage is by far the most challenging discipline, and this is the area we specialise in. When we create a campaign, we ensure it is first seen by hundreds of thousands if not millions of potential customers, by engaging with our extensive media network. Our content can then be used by clients through other channels, which adds further value. We believe this drip down effect provides the maximum value, and it is what we do best.