Content Marketing is the new age of marketing. It is focused on providing the readers and/or potential customers with information which contains relevant content versus the old fashioned way where content marketing companies simply put together flashy websites to catch the consumers’ attention.

Joe Pulizzi, of www.junta42.com, the co-creator of the first ever Content Marketing Playbook, admits that he stole the idea from Brian Clark’s eBook. Pulizzi makes the following statements when explaining his playbook, “What is it? - 42 ways to tell and share your business story through content. The examples include long-form, short-form, social media, online, print and in-person initiatives. We've also included over 50 mini-case studies and well over 100 resources relevant to each content marketing tactic. The goal - to create an ongoing content marketing resource for marketing and publishing professionals...”

Aside from providing multiple examples of how to best work with Content Marketing, the Playbook also explains what the technique entails, in what kind of business environment it will work best – and, where not and, “3 Key Play Points” – i.e., tips. Lastly, the Content Marketing Playbook provides you with a current industry example applicable to the pertinent point.

Some of the marketing strategies that the Content Marketing Playbook recommends include eBooks, White Paper, the use of Case Studies, Industry Ranking System and Mobile Applications.

This is the very first hurdle you need to clear, according to Pulizzi’s Content Marketing Playbook - “…the body of your content marketing strategy will take on its own unique form based on a number of factors: your specific goals, what your audience needs, the expertise you can share, learning-style preferences, available resources of time and money, and other factors.” (www.junta42.com)

Pulizzi strongly recommends “The B.E.S.T.” - i.e., Behavioral, Essential, Strategic and Targeted, approach in identifying your content strategy and marketing.

The Content Marketing Playbook defines the purpose of an eBook as “…a report, generally 12 – 40 or more pages, in length, that presents complex information in a visually attractive, reader-friendly format. The content is both informative and entertaining; the tone, collegial; the format, “chunky” rather than linear, to facilitate skimming and scanning.” (www.junta42.com)

eBooks are recommended for companies that have “• Companies with complex products or services; Organizations who can (or want to) promote thought-leaders and those driving a stake in the ground on an important topic.” (www.junta42.com)

The Content Marketing Playbook also recommends, as one of 3 key play points, to “conclude with a solid call to action – what should the readers do next?” (www.junta42.com)

White paper is considered by the Content Marketing Playbook as being “The “granddaddy” of content, white papers are topical reports, typically 8 – 12 pages long, on issues that require a lot of explanation. Also known as “conference papers,” “research reports,” or “technical briefs,” they are perfect for demonstrating thought leadership on issues vital to your buyers.” (www.junta42.com)

Companies which the Content Marketing Playbook recommends that they NOT use White Paper as a marketing tool are those that are involved in:

• Commodities
• Impulse purchases
• Retail B2C

A definite plus for using White Paper is that it generates leads.

“The case study is a document, typically 1 – 2 pages long, that combines the first-person authority of the testimonial with the narrative structure of a story. Based on real-life events, it leverages reader empathy with the featured client to build credibility and trust.” (www.junta42.com)

Benefits of using case studies, according to the Content Marketing Playbook – case studies provide solutions and results to the pertinent situation and, they may be disseminated via various mediums such as online, direct mail and press kits.

According to Pulizzi, “people love lists”. In view of this, the Content Marketing Playbook recommends placing lists of different and relevant industries, and their national (or international ) ranking, in order to arm readers with the tools to learn who the experts are in their respective fields.

The Content Marketing Playbook recommends the use of software applications, which may be downloaded on Blackberries and iPhones, as another effective marketing tool.

These applications will benefit companies:

• Engaging customers at the point of purchase
• Deepening bonds with brand loyalists eager for the next new thing
• Engaging for-profit and non-profit constituencies

And, will be detrimental to organizations that are:

• Serving techno-phobic audiences
• Markets with excessive concerns over privacy or ID-theft
• Organizations that cannot commit to flawless execution – expectations run high for application performance