You probably understand that content marketing is a necessary element to your professional success. As technology evolves and more tools are being offered to you on a regular basis, other aspects of marketing evolve with the new technologies. However, content marketing pretty much remains as it always was.

The changes that have occurred

Technology has provided you with the opportunity to change the possible ways that you can communicate and the many different ways in which you can share your content. Social media marketing, for example, is an approach to content marketing that is very popular and effective nowadays. However, content marketing (at the heart) is as it has always been. It is definitely one thing that your target audience can count on the be the same all the time.

It is important to remember, however, that content can be marketed in a variety of ways and a great deal of those ways involve online interactions.

Defining content marketing

It is very important to define exactly what content marketing is before you go any further with figuring out your particular approach to content marketing for your business. For a very long time, the definition of content marketing was constant and you could count on it. The definition used to be that it was information that the experts published. Those people considered experts were professional writers (journalists and authors of books) and public personalities. An expert was also considered someone who had solid experience in that particular niche. The experts would use their experience to build a solid foundation to market the content.

Now; however, the definition is not the same as it once was. Now, content can be written by anyone. You don’t have to be an expert (in the classic sense) in order for your content to be taken seriously. In fact, the only thing that the person who is offering the content has to do is to establish him- or herself as a subject matter expert in a particular niche. The person can have any background at all and it is certainly not a prerequisite to be a writer.

Considering that the definition of legitimate content as well as how it is marketed has changed so much, the new definition is much wider and more encompassing. A whole lot of different types of writing will be considered content and accepted as such. The only criterion is that the content must be relevant to the target audience and that it hold the possibility of being able to be distributed over social media.

The modern definition of content marketing

The modern definition of content marketing is content that is publishable online so that it can be read by other people and so that it can be monetized. That is not to say that the content is no valuable or interesting. It must be both of those things. It must also be relevant to the target audience and eventually lead to those members of the target audience becoming clients eventually. Content marketing also must appeal to influencers, who will really help make the content (and the person’s business) go very far. On the basic level, content marketing is done with the hope of generating traffic, leads, building credibility, boosting reputation, and creating a heightened awareness of the brand. In short, it does a lot of things.

Important results of content marketing

SEO: There are many different positive results that need to be achieved from content marketing. Search engine optimization is very important. If your content is not optimized, the search engines will not pay attention to it. If that happens, you won’t rank high on the search engine pages and people who are searching for what you do will choose someone else. If that is the case, you are finished before you even begin.

Link-building: Back links are essential for your business’s success. At this point, what you want to do is to attract valuable links and the only way to make that happen is by providing exceptional content. There are several different ways in which you can go about that, including guest blogging and an explanation of how you managed to achieve online success. Another effective way is through social media sharing. If you are active on some of the more popular social media channels (or any of the social media channels), go to those channels and determine how often links to your content are shared by other people. Remember, it is very important for you to be involved with the strongest and most advantageous social media channels.

The most effective social media channels for your content marketing

There are many excellent social media channels and, depending on your particular business’s needs, you may wish to consider the following social media marketing channels:

YouTube: This is a very useful channel for content and a great deal of people pay attention to the content that is posted.

iTunes: Believe it or not, this channel can be very effective and can work well for your business. Many people love to hear what you have to say rather than reading your content.

SlideShare: This is an excellent content marketing social media channels. Many professionals use this channel to share their content and they are met with very positive results.

When it comes to leveraging online content marketing for your business, it is critical that you choose wisely and make sure that you market your content effectively. Your brand and your business need content to be a success and it is critical that you devote time, energy, and consistency to your business at all times. It is absolutely necessary for your business to market your content appropriately and doing your homework is the best way to make sure that you choose the best social media marketing channels for your particular professional needs. Of course, it is essential that your content is relevant, timely, very high quality, and as informational as it can possibly be.

Michael Cohn is the founder and Chief Technology Officer (CTO) of CompuKol Communications. He has over 25 years of experience in IT and web technologies. Mr. Cohn spent a significant amount of time at a major telecommunications company, where his main focus was on initiating and leading synergy efforts across all business units by dramatically improving efficiency, online collaboration, and the company’s Intranet capabilities, which accelerated gains in business productivity. He also reduced company travel and travel costs by introducing and implementing various collaboration technologies.