Examine individual changes

'{{Internet Marketing}} '''Content marketing''' is any [[marketing]] that involves the creation and sharing of [[Content (media and publishing)|media and publishing content]] in order to acquire and retain customers. This information can be presented in a variety of formats, including news, video, [[white papers]], [[e-books]], [[infographics]], case studies, how-to guides, question and answer articles, photos, etc.<ref>{{cite web|title=Trends 2014 in Online Marketing: Content Marketing|url=http://www.omedia24.de/trends/trends-2014-in-online-marketing-content-marketing/|accessdate=28 April 2014}}</ref><ref>{{cite web|title=What is Content Marketing?: Content Marketing|url= http://www.forbes.com/sites/joshsteimle/2014/09/19/what-is-content-marketing/|accessdate=19 September 2014}}</ref><ref>{{cite web|title=Content marketing defined: a customer-centric content marketing definition|url=http://contentmarketingexperience.i-scoop.eu/content-marketing/content-marketing-defined-customer-centric-content-marketing-definition/|accessdate=29 June 2014}}</ref> ==History== [[File:Dr Oetker sutoporos tasak 1902.jpg|thumb|10g Backin package (1902)]] Advertising has long used content to disseminate information about a [[brand]] and build a brand's [[reputation]]. In 1891, [[August Oetker]] sold small packages of his ''Backin'' baking powder to households with recipes printed on the back. In 1911 he started publishing his very successful cookbook.<ref>{{cite web | title =Dr. Oetker: How Dr. August Oetker laid the foundation for a major business enterprise and for the Dr. Oetker brand. | publisher =Dr. Oetker | url =http://www.oetker.us/us-en/about-dr-oetker/about.html }}</ref> It went through major updates over past 100 years and is one of the most successful cookbooks, globally reaching 19 million printed copies. All recipes originated from the test kitchen of the Oetker company, and the book was carefully written as a textbook to teach cooking from scratch. Oetker was very aware of the need for good marketing, practical communication and use of his doctor title to lend authority to his marketing. In 1895, [[John Deere]] launched the magazine ''The Furrow'', providing information to farmers on how to become more profitable. The magazine, considered the first [[custom media|custom publication]], is still in circulation, reaching 1.5 million readers in 40 countries in 12 different languages.<ref>{{cite AV media | title =John Deere: The Media Company | medium =Video | publisher =Content Marketing Institute | date =30 April 2012 | url =http://www.youtube.com/watch?v=QZkPJ7dKtxA }}</ref> [[Michelin]] developed the [[Michelin Guide]] in 1900, offering drivers information on auto maintenance, accommodations, and other travel tips. 35,000 copies were distributed for free in this first edition.<ref>{{cite web |url=http://www.viamichelin.co.uk/tpl/mag6/art200903/htm/tour-saga-michelin.htm |title=The Michelin Guide: 100 Editions and Over a Century of History |publisher= Michelin | accessdate= 3 February 2009}}</ref> [[Jell-O]] salesmen went door-to-door, distributing their cookbook for free in 1904. Touting the dessert as a versatile food, the company saw its sales rise to over $1 million by 1906.<ref>{{cite web|last1=Cohen|first1=Heidi|title=Content Marketing|url=http://heidicohen.com/5-content-marketing-errors-how-to-fix-them/|accessdate=30 December 2014}}</ref> The phrase "content marketing" was used as early as 1996,<ref>{{cite web|url=http://files.asne.org/kiosk/editor/june/doyle.htm|title=Roundtable: Content Marketing|work=asne.org}}</ref> when John F. Oppedahl led a roundtable for journalists at the American Society for Newspaper Editors. In 1998, Jerrell Jimerson held the title of "director of online and content marketing" at Netscape.<ref>{{cite web|url=http://news.cnet.com/Netscape-to-offer-Web-forums/2100-1023_3-209008.html|title=Netscape to offer Web forums|publisher=CBS Interactive|work=CNET}}</ref> In 1999, author Jeff Cannon wrote,“In content marketing, content is created to provide consumers with the information they seek.”<ref>Cannon, Jeff (1999), 'Make Your Website Work For You', pg. 45. McGraw Hill Professional, ISBN 978-0071352413</ref> Recently, content marketing has become much more prominent, especially where digital and online marketing is concerned. Keith Koons stated in 2015 that "the addition of smartphones in modern society guarantees that content marketing will become more important than all other mediums combined." By 2014, Forbes Magazine's website had written about the 7 most popular ways companies use content marketing.<ref>[http://www.forbes.com/sites/jaysondemers/2014/08/19/the-top-7-content-marketing-trends-dominating-2014/ The Top 7 Content Marketing Trends Dominating 2014] Forbes.com (2014-08-24). Retrieved on 2014-09-22</ref> In it, the columnist points out that by 2013, use of content marketing had jumped across corporations from 60% a year or so before, to 93%<ref>[http://contentmarketinginstitute.com/2013/10/2014-b2b-content-marketing-research/ 2014 B2B Content Marketing Research: Strategy is Key to Effectiveness] ContentMarketingInstitute.com (2013-10-01). Retrieved on 2014-09-22</ref> as part of their overall marketing strategy. Despite the fact that 70% of organizations are creating more content, only 21% of marketers think they are successful at tracking ROI.<ref>{{cite web|last1=Idinopulos|first1=Michael|title=Content Selling|url=http://peoplelinx.com/blog/content-selling/|website=Content Marketing Institue|publisher=PeopleLinx|accessdate=30 December 2014}}</ref> ==Why Content Marketing?== Content marketing is indeed a skilled discipline. Every business with an online presence wish to leverage the power of this notion to drive positive results however only few are well-versed with the methodology working behind the whole approach of content marketing. The the way customers interact with companies has changed. The rapid growth of digital and social media technologies has made the companies information rich, and people are visiting these online channels first to consume the information. Today’s customers do not contact companies directly until they are well informed. This can only be done by strategic content marketing.<Ref>[http://ContentPlant.com Why content marketing matters?]</ref> ==See also== *[[Earned media]] *[[Custom media]] *[[Brand language]] *[[Inbound marketing]] *[[Permission marketing]] *[[Content strategy]] ==References== {{Reflist}} [[Category:Advertising terminology]] [[Category:Publishing terms]] [[Category:Marketing]] [[Category:Types of marketing]]'