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Content Marketing Explained In A Single Infographic

April 21, 2016

Every illustrator needs an elevator pitch. Mine goes like this:blank vertical space, 24 pixels highBlankVertSpace.6pixels

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.blank vertical space, 24 pixels highBlankVertSpace.6pixels

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”?blank vertical space, 16 pixels highBlankVertSpace.4pixels

The Content Marketing Institute defines it this way:blank vertical space, 24 pixels highBlankVertSpace.8pixels

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.blank vertical space, 24 pixels high

It goes on to say:blank vertical space, 24 pixels high

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.

blank vertical space, 24 pixels highI 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.blank vertical space, 16 pixels high

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.blank vertical space, 24 pixels high

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.blank vertical space, 16 pixels high

Here it is. I hope it gives you a better understanding of what content marketing is, and what makes it successful.blank vertical space, 16 pixels highblank vertical space, 32 pixels high

infographic which explains content marketing how it differs from traditional marketing characteristics of good content cat facts based on interview with Lukas Kircher managing director C3
blank vertical space, 32 pixels highHere are a few detail images that make it easier to read the fine print.blank vertical space, 32 pixels highFishbowl computer with Dr. Oz banner ad for miracle pill to dissolve cat hairballsblank vertical space, 24 pixels highFishbowl computer with popup ad saying your computer has worms click button to de-worm now or no thanks I don't careblank vertical space, 24 pixels highcat watching Dancing With The Starfish on Cat Toys & Joys website as example of entertainment content marketingblank vertical space, 16 pixels high

*       *       *       *       *       *       *       *       *       *       *       *      blank vertical space, 16 pixels high

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.blank vertical space, 16 pixels high

You can view my portfolio, and connect with me on Twitter, Facebook, and LinkedIn.blank vertical space, 16 pixels high

Questions? Send me an email.blank vertical space, 16 pixels highblank vertical space, 32 pixels highRecommendation testimonial for Mark Armstrong Illustration from Doug Busk, VP Communications, Emory U. former Global Group Director Social Media at Coca-Colablank vertical space, 40 pixels high

blank vertical space, 32 pixels high

blank vertical space, 40 pixels high

35 Comments leave one →
  1. April 21, 2016 12:04 PM

    Every post you share is a much-anticipated and appreciated gift….you are awesome and I love your offerings…thank you 🙂

    Liked by 1 person

    • April 22, 2016 11:30 AM

      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!

      Liked by 1 person

      • April 22, 2016 4:56 PM

        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 🙂


        • April 26, 2016 7:32 AM

          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!! 😊

          Liked by 1 person

        • April 26, 2016 4:32 PM

          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 🙂

          Liked by 1 person

  2. Margie permalink
    April 21, 2016 3:30 PM

    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.


    • April 22, 2016 11:44 AM

      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!

      Liked by 1 person

  3. RKLikesReeses permalink
    April 21, 2016 3:31 PM

    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::


    • April 22, 2016 12:18 PM

      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::


  4. April 22, 2016 5:35 PM

    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!


    • April 26, 2016 9:37 PM

      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… 🐶📱🍗😊


  5. RKLikesReeses permalink
    April 23, 2016 10:50 AM

    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?” 🙂


    • April 27, 2016 8:39 AM

      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… 💦❤️😊

      Liked by 1 person

  6. April 23, 2016 9:01 PM

    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…


    • April 28, 2016 9:15 PM

      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! : )

      Liked by 1 person

      • April 29, 2016 2:39 PM

        We just have to see the same national story in different ways…and tell it in the most captivating way.


  7. June 10, 2016 12:49 AM

    Perfect sir…


    • June 10, 2016 8:27 AM

      What a beautiful comment, and it’s put a beautiful smile on my beautiful face => 😊

      Thank you very much indeed, delighted to meet you!

      Liked by 1 person

  8. failedmarketeer permalink
    July 3, 2016 3:13 PM

    Great post! Love the graphics!!! You got yourself a new loyal follower Mark!


    • July 4, 2016 11:10 AM

      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!

      Liked by 1 person

  9. January 1, 2017 11:17 PM

    Great infographics (and advice!). I plan on sharing on my own blog, Proof Perfectly.


    • January 3, 2017 10:41 AM

      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!

      Liked by 1 person

  10. July 7, 2017 4:06 AM

    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.


    • July 7, 2017 9:35 AM

      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! : )

      Liked by 1 person

      • July 7, 2017 11:35 PM

        You”re most welcome Mark, Enjoy your weekend and God Bless you and your family Sir!


  11. January 6, 2018 12:07 AM

    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.


    • January 8, 2018 9:21 PM

      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!! 😊


  12. March 12, 2018 12:21 PM

    Mark, ya did it agin, ya know. Another home run infographic! Yay!


    • March 16, 2018 3:15 PM

      Ha! Thanks, Mike. Hopefully I won’t acquire a reputation as just another idiot who posts about cats!! 🐈🐈🐈🐈🐈 😢🔫


  13. August 12, 2016 9:47 AM

    I sincerely appreciate that kind testimonial, and thank you again for featuring me on your blog.



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