Content Marketing Explained In A Single Infographic
Every illustrator needs an elevator pitch. Mine goes like this:
I’m an illustrator. I help brands get noticed. I specialize in humor which helps humanize a brand, and gets people to lower their shields. I create visuals for social media and content marketing.
Everyone knows an illustrator draws pictures. Nowadays, he does at least some of his work on a computer. And most people know “social media” refers to blogs and platforms like Facebook, Twitter, YouTube, etc. But what’s “content marketing”?
The Content Marketing Institute defines it this way:
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.
It goes on to say:
Instead of pitching your products or services, you are providing truly relevant and useful content to your prospects and customers to help them solve their issues.
I would add that content also needs to be entertaining. Lee Odden of TopRank Marketing agrees. He says you have to connect with buyers “on both an intellectual and an emotional level.” That doing so will help you stand out from competitors who take a strictly informational approach.
That’s where humor comes in. It’s not about telling jokes or acting silly. It’s about being warm, upbeat, human. Someone who’s not afraid to poke fun at himself. It makes you likable, approachable. And shared laughter builds trust.
I recently came across an interview with Lukas Kircher. Mr. Kircher is the managing director of C3, Europe’s largest content marketing agency. He summed up content marketing in a way that brought it into sharper focus for me. I thought his insights deserved wider distribution. I decided to create an infographic to that end.
Here it is. I hope it gives you a better understanding of what content marketing is, and what makes it successful.
Here are a few detail images that make it easier to read the fine print.
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About Mark: I’m an illustrator specializing in humor, editorial, branding, social media, and content marketing. My images are different, like your brand needs to be.
You can view my portfolio, and connect with me on Twitter, Facebook, and LinkedIn.
Questions? Send me an email.
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Mark Armstrong Illustration Specializing In Content Marketing Advertising Editorial Infographics Animation Videos and Social Media 
Every post you share is a much-anticipated and appreciated gift….you are awesome and I love your offerings…thank you 🙂
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Zing, zing! Zing, zing, zingle-de-zing!! What’s that strange beautiful sound?? Why, it’s my heartstrings, of course! A comment like that makes ’em zing up an entire symphony!!
Thank you, dear Truly. If you see someone floating around in the clouds today, that’ll be me. I sincerely appreciate your kindness– thank you!
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Your appreciation is delivered in the most lovely ways….a gift wrapped in the finest paper–all shimmer, and saturated jewel tones–with a beautiful silky-smooth bow tying it all together…what a breath of spring you are…you have the soul of a poet 🙂
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The soul of a poet… I suddenly feel light-headed, as the beer said to the pizza… 🍺🔊🍕
My dear Truly! Your comments are sheer poetry, and they’re causing me to become disoriented in a most delightful way! Perhaps I’ll stop by the thrift store today and buy some sneakers once owned by Ogden Nash— that way I can also have the sole of a poet… 👟😊
I thank you, and my soul (previously parched, but now restored to fully-saturated giddiness) thanks you!! 😊
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I saw this when I got home from work, determined to let the less peace-inducing aspects of the day drift away–and, then I saw this and I smiled with gratitude. Thank you for being a source of joy…and, for introducing me to Ogden Nash…I had heard of him but had no idea of who he was 🙂 I am happy to think that I helped bring some joy to your day–after all, the least I can do is return the favour 🙂
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You sure hit the mark (which I would expect of you, Mark) with your examples of unwanted content! While I don’t pay much attention to computer advertising, there are certainly TV commercials that would make me more inclined to buy one product over another.
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Black eye, bloody nose, split lip… my psychiatrist says I hafta curb my masochistic tendencies and stop hitting the Mark. Perhaps he’s right… 😩🔨💣💥🚑
So true about TV commercials. They’re still selling, but some of the interruptions aren’t as unwelcome as they used to be (with the exception of car dealers screaming at you in between snippets of the 6 o’clock news). If they can make us smile or laugh, they definitely win us over on some level, I’d say.
Always great to see you, Margie, and thanks as ever for your kind support!
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Genius, genius, genius. That’s it – no other way to say it. You = Genius.
This is entertaining, informative, full of energy, and HOW DID YOU KNOW THAT I NEEDED TO HEAR ABOUT IT RIGHT NOW?????????
Sorry for shouting. ::blushes::
But you made something clear to me that hasn’t been until now. Hot diggety!!!!!!! Clarity!!!
Love the illustrations, Mark. So do Pickles and Mila. And the Henny Youngman reference is brilliant. (Yes, I’m that old…) :O
::applauds wildly::
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I’ve been called many names over the years, but Genius is a new one. Yes… I like the sound of it… I don’t care how implausible it is– I’m adding it to my resume right now!! G-E-N-E-Y-U-S-S… there! Looks good!! Inspires confidence!! 😊
My dear RK!! You are in exceptionally outrageous form today, and I totally support your extremism!! And your ear-splitting CAPITALISM!! Music to my ears, dat’s fer sure… 🎶😊🎶
I’m so happy you found the post timely and helpful– always great to get those two things at the same time! Pickles and Mila both gave the infographic a furry thumbs-up?? I can see where it might have special appeal for a cat. Hopefully their new knowledge won’t give them delusions of grandeur, or prompt new pampering demands… 🍼🍼🐈🐈
I thought twice about riffing on Henny Youngman‘s famous line– he’s not exactly on the comedic radar these days, especially since he’s gone to that Great Comedy Club In The Sky. But in the end I couldn’t resist. He always made me laugh, and I hope my little plug will win him some new fans.
Thanks as ever for your tremendous support, kindness, and good humor!! ::leaps like a gazelle, puts foot in fishbowl, trips, does swan dive out window::
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Is it possible to create a brilliant illustration which is aesthetically impeccable, great fun to read and informative on such a topic? No! but wait… IT IS if the name of the illustrator is MARK ARMSTRONG. Perfect equation. M.A.=PERFECTION, I N D E E D !!!!!!!!!!!
Zeus is seriously contemplating giving up his gold crown and crowning you King of Mt.Olympus! 🙂
Cat using a fishbowl computer?… hmmmm 🤔 errr, wait, no cats around, however I suspect our dog is using a bone computer lately!
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This wonderful comment has been sitting here patiently waiting for a response… but where is he?? Where is Mark Armstrong, aka, Mr. Perfection??? Look!– there he is!!– he’s hiding in the fishbowl with the goldfish!! Yes, it’s amazing how long he can hold his breath when he’s too embarrassed to come out!! 🐟🐠🐡😳🐠🐟🐡
My dear Marina!! Your beyond-outrageous comment knocked me for a loop!! I flew thru the night sky like a comet, skipped across the ocean like a can of tuna, landed in Greece and rolled halfway up Mt. Olympus! I’d have made it to the top if I hadn’t crashed into an ambrosia vending machine!! All the containers fell out, so I gathered them up and adjourned to a nearby picnic table– a mortal has to keep his strength up, after all… 🍨🍨🍨🍨🍨🍨🍨💥🚑
Tell Zeus to keep his crown, I’d much rather work as a humble janitor, sweeping up the thousands of little tubes of paint which cover the floor of the Painting Goddess’s studio. It’s hard, never-ending work, of course, but do I complain?? Never! It’s a small price to pay for being in the vicinity of Art, Truth, and Beauty… 🎨🔥🌹🏆❤️
And now I must go interview your dog. I’m writing a post on wireless bone reception, and I need his input… 🐶📱🍗😊
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Mark! Just wanted you to know that I linked to this post in my most recent one. You won’t get much clicking from it bec I have only 6 followers (which is fine!) but they’re really nice people and I want them to know about your blog. They’ll love it, if they come here. Here’s the title, so you recognize it if you run across it: “Seriously? Another post? Two in one day?” 🙂
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Thank you for the link, as the knight told his tailor when he picked up his chain mail… 🔗😊
Much appreciated, my dear RK! Your 6 followers clearly have the highest possible taste when it comes to art and artists– and I second their emotions!
It’s a pleasure to know you, and you make the world a better place– thank you from the bottom of my heart, which seems very sticky, I must remember to mop and wax it soon… 💦❤️😊
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Well, I enjoy your blog, Mark.
There is a Tim Horton’s donut and coffee commercial that was aired a few years ago in Canada. I think it’s now on YouTube:
It’s an Asian-Canadian father watching his son play ice hockey..reminds him of his own boyhood at the rink when his father would sit to have coffee. The commercial has powerful appeal…to Canadians who are non-white because they are playing hockey…so Canadian. You want to sell national brands but feature locals of all races…make them feel part of the national iconic marketing brand and of the great “tradition”. Hockey, a cup of coffee, donuts…
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Hi, Jean! I found the ad on YouTube. A beautiful little story told in one-and-a-half minutes. Better than a lot of today’s movies! I liked the forgiveness and redemption angle. Yeah, I’m a sucker for sentiment… : )
Very effective use of flashbacks. The editing was superb. I liked its matter-of-fact depiction of Asian-Canadians as Canadians, while also acknowledging the Asian culture’s traditional stress on education as a child’s top priority. Some nice understated humor when the grandfather whips out his mobile phone and deftly produces the old photo. He couldn’t voice an apology because that would have been out of character, but the son realizes he’s offering one, nonetheless. Very nice. And how ’bout all those cups of Tim Horton’s coffee??– they managed to sneak into quite a few scenes!!
A great example of video content marketing, Jean– many thanks for bringing it to my attention! : )
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We just have to see the same national story in different ways…and tell it in the most captivating way.
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Perfect sir…
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What a beautiful comment, and it’s put a beautiful smile on my beautiful face => 😊
Thank you very much indeed, delighted to meet you!
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Great post! Love the graphics!!! You got yourself a new loyal follower Mark!
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Ah! A comment like that certainly kicks the ol’ spirits into the stratosphere– thank you! I sincerely appreciate your signing on, and I’m very glad you enjoyed the infographic. Welcome, and thanks again for those very kind words!
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Great infographics (and advice!). I plan on sharing on my own blog, Proof Perfectly.
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I’m so glad you enjoyed the infographic and found it helpful. Thanks for sharing it, and I appreciate the kind words. Cheers and best wishes for the new year!
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Reblogged this on The World of Daddy Felix , your Digital Friend, Business Partner and a Solutions Provider and commented:
I’m hooked onto your website. All the best and looking forward to your next article.
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That’s very kind of you, Felix, thank you. I’m glad you enjoyed the infographic, and I appreciate your kind comment. Nice to meet you! : )
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You”re most welcome Mark, Enjoy your weekend and God Bless you and your family Sir!
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Hi Mark, you’ve driven me to comment again in appreciation of your charming and memorable lessons. PS I shared this one with multiple individuals and on Linked in. Love it.
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Alison! Thank you!! You’ve gone above and beyond the call of kindness and support!! Really glad you enjoyed the post, and thanks so much for sharing it. Always great to see you, and I hope your new year is off to a wonderful start. Cheers, wishing you the best!! 😊
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Mark, ya did it agin, ya know. Another home run infographic! Yay!
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Ha! Thanks, Mike. Hopefully I won’t acquire a reputation as just another idiot who posts about cats!! 🐈🐈🐈🐈🐈 😢🔫
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I sincerely appreciate that kind testimonial, and thank you again for featuring me on your blog.
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