This week, we heard from Logan Strain, our juggling, dog-loving and 5 Hour Energy drinking content marketing guru on the ins and outs of content marketing. From his basic overview of the subject down to the nuts and bolts of what our strategy is here at The Control Group, Logan left no topic unexplored. He was even kind enough to include this adorable picture of a miniature horse snuggling a teddy bear— content marketing at its finest.
What is content marketing exactly? According to the Content Marketing Institute, it can be defined as, “a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience— with the objective of driving profitable customer action.”
When asked what he loves most about content marketing, Logan responded, “I think content marketing is a genuinely fascinating subject. It used to be that people's attention was focused on a handful of media outlets: newspaper, magazines, radio, television. Now that the internet empowers people to take greater control over what kind of content they consume, it's harder to deliver a naked, purely promotional marketing message.”
As part of The Control Group’s content team, Logan’s duties involve contributing internal and external blog posts, creating infographics, and crafting social media updates. $50 billion in the US alone is expected to be spent on content marketing efforts this year. Looks like Logan picked the right industry to be in.
It also looks like Logan picked the right company to be in. When asked what he loves most about working at The Control Group, he said, “This company is proof that a casual and welcoming work environment isn't incompatible with a high-passion, deadline-driven work environment. There are people here who come to the office in sandals and work harder than some people at other companies I've worked who wear wingtips every day.”