People are the social web, and one of the main motivators for getting into the social space is information. Information from professional peers, from friends, from the brands people invite into their lives.
Like individuals, companies have information - content - their audiences can use. As Kat French (@katfrench) points out on Social Media Explorer, every company has a unique value proposition that can serve as a starting point for choosing that content.
There's direct, useful info about products and services. But brands also have knowledge and expertise to share, whether you sell apples (who wouldn't want a 100-year-old orchard's hands-down best apple pie recipe?) or yo-yos (personally, I'd watch a how-to video of a yo-yo trick any day).
It's getting that content out to people in a "friendly, engaging, portable" way that is key. French writes that there's "a business case for simply providing kick-ass, value-add content based on information that is either your business’ main product or service, or a by-product of your main product or service."
Sharing helpful information with target audiences builds trust, adds value, and will ideally get your customers talking about your organization in the social space.
French sums it up beautifully in this step-by-step:
"(Extremely) Quick ‘n Dirty Guide to Content Marketing:
You* know stuff.
Offered in the right (friendly, engaging, portable) form, the stuff that you know can be helpful/valuable/entertaining to people.
People will like you for offering it to them.
People will tell others about you giving them good stuff.
Those people may well need to buy your product/service.
Lather, rinse, repeat.
* Replace “You” with “Your company/organization.” See? Still works."
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