So, how do you actually use content marketing?

Last year, Dentsu Inc. iPR Bureau translated and published two books on content marketing. Thanks to your support, the response exceeded our expectations, leading to numerous inquiries and opportunities to speak at various venues. We sincerely thank you.

Looking back, most of these discussions centered on fundamental questions: What exactly is content marketing? Why is it gaining attention now? After this year, it feels like the current state of content marketing is: "I sort of get the meaning. I understand the necessity. So what?"
People feel they should start something, but where do they begin? How much budget should they prepare? Or perhaps what they're already doing is "content marketing"?
Of course, some companies have already started, perhaps by launching their own media platforms.

But consumer behavior changes rapidly. New information pours in from overseas, and the business landscape shifts moment by moment. We're constantly in the present tense. We have no choice but to absorb information as it comes and learn through trial and error in practice. Even in our own efforts, the more we do, the more unforeseen challenges keep surfacing.
Therefore, this year, we plan to regularly share insights through this Web Dentsu Inc. News. Our goal is to bridge the latest content marketing information with real-world practice, sharing the "real" information about the "present" that has become clear through hands-on work with others facing similar challenges. We hope to think together with you, incorporating your opinions and advice.

"Content marketing" is less a "methodology" and more a "perspective."
For example, take your existing SEO efforts, paid advertising, social media campaigns, membership site management, PR work, or brand communications... Re-examine them through the lens of "content marketing" – that is, "providing valuable, persuasive information to your audience and prompting actions that benefit your business." What's sufficient? What's lacking? You'll need to reassess, rearrange, and prioritize what's feasible within your budget versus what isn't. This initial sorting is essential.
Furthermore, since it's not a magic bullet that solves all problems at once, you need to improve things step by step, building steadily over time. This requires a bit of patience and a long-term commitment.

The very concept of "content marketing" itself is still evolving and not yet fully defined. Some describe it as "companies becoming their own media to disseminate information," while others explain it as "solving marketing challenges using content." Since each company's challenges and objectives differ, I believe there can be various interpretations.

Personally, I define content marketing as "using content (i.e., information valuable to the audience) to drive attitude change in that audience." The type of attitude change depends on the objective.
The type of attitude change depends on the goal. If the goal is "to get more people to know about us," we aim for actions like pressing "Like!" and sharing. If the goal is "to capture leads," we get people to download something in exchange for their email address. If the goal is "to activate members," we encourage them to post as many comments as possible. The possibilities are diverse.

Given my background in creative work, my main mission involves strategizing, planning, producing, and executing content aimed at achieving these shifts in attitude.
Of course, content alone isn't sufficient as a solution in content marketing. With the rise of social media enabling direct, constant dialogue between companies and consumers, and the explosive growth of information being disseminated, the question becomes: how do we effectively deliver our content? How do we truly understand consumers' needs? My department, the iPR Bureau, prepares various approaches: social listening, building a fanbase through SNS, new mechanisms targeting blogger outreach, PR activities to secure coverage across mass media and web media, and more.

The perspective of content marketing holds potential solutions for diverse challenges: from wanting to increase brand fans, invigorate community sites, or promote new products/services, to aiming to boost organic traffic through SEO or acquire potential customers.
We sincerely hope this column will be of value to those facing such challenges.