Content marketing isn’t just about words – it’s about getting those words in front of the right audience at the right time

Story book comes aliveIn the decade and a half that I’ve been working in content marketing – regardless of what we were calling it back in the dark ages of flip phones and Ethernet cables – I’ve seen my share of content marketing or editorial proposals from agencies. And every time I see one that focuses solely on blog posts, I’m amazed. Why? Because not everyone who’s getting information from the internet consults blogs.

In 2014, the American Press Institute did a study on the subject of where people get their news. They found that less than half of respondents had consulted a blog in the previous seven days – and the information on blogs wasn’t always deemed the most trustworthy.

Now, none of this is intended to say that blogs aren’t good for content marketing. They are. Blogs a fast way to convey information, showcase an organization’s expertise, develop an online voice and connection with an audience. But they’re not the only way – especially if you want to reach your full audience potential rather than just the people who are interested in a blogger’s opinions.

What is content marketing when your audience doesn’t read blogs?

Take me, for example. I don’t read a ton of blogs, although there are some that I go to regularly that talk to subjects I’m very interested in – like food and cooking (want a good example? I love Letty’s Kitchen – the red enchilada sauce is amazing as is everything else on the site). And I don’t spend as much time on my personal social channels as some of my friends or family members do. But I do LOVE a good infographic and just try to keep me away from a quiz or an amusing video. When I find those, I’m quick to click, share and return for more.

In content marketing, there are tons of ways to get your message out to an audience – blog posts, case studies, videos, social media, quizzes, interactive tools, white papers, infographics, information hubs, webinars, online chats and so many more.

Jeanie’s note: This article originally appeared on, a now defunct content agency where I once worked.

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