Content marketing is a technique in marketing that creates and distributes relevant, valuable and consistent content to attract and acquire audience. Its objective is to drive profitable customer action (Ogden & Ogden, 2014). Content marketing has several components.

One of the components of content marketing is the audience. The target audience must be well defined. It is significant to identify the key audiences, their interest and their preferences. The entire content marketing strategy has to be designed around the target audience. The audience is the key to marketing. This contributes to the integrated marketing communications (IMC) in that it enables the organization to identify the promoting plans to be used. With the target audience defined, the advertising methods and medium can now be developed.

The other component is the core message. The core message guides the marketing efforts. The message contains all the ideas and information that are relevant for the audience to grasp after reading it. The messages also determine the opportunities to be pursued. If an opportunity aligns with the message and will reach the target audience, then it is valuable to the content marketing strategy (Ogden & Ogden, 2014). The format of the message is also very important.  The integrated marketing communications (IMC) must have the message to be communicated. A marketing plan must have a message.

Another component is brand identity. The influence of the core message will be influenced by Brand identity. The content marketing must be distributing relevant, valuable and consistent content about a brand. The brand identity should be concise, simple, and applicable. It should be a sum up of up all the components of the brand and define how the customers will view the brand.

References

Ogden, J. R., & Ogden, D. T. (2014). Integrated marketing communications: Advertising,public relations, and more. San Diego, CA: Bridgepoint Education

 
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