Content Marketing Definition

How do marketers define content marketing? 50 marketers give their content marketing definition. Plus useful resources.

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Social Content Definition: Examples and Marketing Tips

Social Content-Involve Your CommunitySocial content is shorthand for the terms “social media” and “content marketing.” It represents content and link sharing on various social media platforms.

Yet, for marketers, the social content definition is broader and, often, not well understood. Social content is about how the content is created, not shared or distributed!

Integrate social content into the core of your social media and content marketing plans, strategies and activities. Keep in mind the 90%-9%-1% ratio of social media interactions. It’s the key to social content.

  • 90% of people won’t take action.
  • 9% of people will do something small. This can be sharing or short comments on content.
  • 1% of people will do something more. This can be longer comments or creating content.

Social content definition: 4 Types of content marketing

Social content involves the community—customers, influencers, social media followers and the public—in your content marketing creation process in one of 4 ways.Social Content Definition

1. Community-created social content

Provide and encourage your community to interact on your platform (such as Amazon), a social media forum (such as a question posted on Facebook), or a third party forum (such as Trip Advisor).

Your role is chief wrangler. Your goal is to get members to contribute content. It’s their voices and information that matter, not yours!!!


Include reviews and ratings and forums comprised solely of user-generated content.

Amazon is the granddaddy of ratings and reviews where readers can rate others’ reviews.Social Content - Community Created on Amazon

Ravelry is a social media platform for knitters, crocheters, spinners and dyers. It’s entirely composed of content created by its members. It’s the go-to resource in this DIY category. It’s a great example of Community Created Social Content.Ravelry Project Pages

Here’s what an individual’s project shows. The user fills in the information from their project, adds commentary, rates the pattern and wool, and uploads photos. You can link to your own blog as well. Social Content-Community Created-Detail-1

Actionable Social Content Marketing Tips:

  • Reduce the amount of work required by contributors. More people will vote on a review’s quality and utility than will write a review.
  • Set the ground rules. It’s useful to let participants know what they can and can’t say on the forum. This enables you to eliminate spam. Of course, you need to be impartial and not just remove negative comments.

2. Co-created social content

Ask your target audience including prospects, customers, influencers, social media followers and the public to contribute original material to your content.

You provide the context and commentary for their input and produce the final product.

You can ask a broad group of people or select specific contributors.


Roundup posts, customer spotlights and interviews.

On Actionable Marketing Guide, I bring together a variety of expert opinions on different topics. Social Content-Co-create Round Up Post - Heidi Cohen

Lion Brand Yarn Studio does a great job of spotlighting its customers while removing the barriers to co-creation. They take the photos and write the content. All customers have to do is finish their projects and say cheese.Social Content-CoCreate Lion Brand Yarn Studio-1

Actionable Social Content Marketing Tips:

  • Eliminate barriers to participation. Make it easy for your audience to contribute. For example, take photos of your customers in your retail establishment.
  • Make your community look good. Add editorial support and related services to make your contributors feel good about the experience.
  • Let contributors know what they have to do. Explain what information you’re seeking. Define who has rights to their content. 

3. Curated social content

Add your commentary and perspective to third party content. Includes changing the headline, image and context. There are 5 basic content curation types.

Provide additional value for your audience beyond the original article. At a minimum, let them know why you think that the content is important.

Know the difference between curating and copying other people’s content. (Here’s some content curation success help.) You don’t want to be accused of stealing other people’s content and ideas.


Includes social sharing and “Best of” posts.

Here’s how Upworthy curates content by changing the title and adding commentary. The title is straight out of the Jon Morrow 3-part-title playbook. (Read his article, How To Quit Your Job, Move To Paradise, and Change The World, on Problogger.)Social Content-Curated Via Upworthy

Actionable Social Content Marketing Tips:

  • Leverage the power of images. Photos attract more attention.
  • Craft attention-getting headlines. Consider whether you can improve on the headline the way high trending sites like Upworthy and Buzzfeed do. (For help, check out this title research.)

4. Comments as social content

Get readers and the community to contribute their point of view to the conversation around your published content. 

Focus on the conversation around the article. This can take place on your platforms, social media or other third party venues.


Include comments on blog posts and social sharing.

John Oliver‘s segment on Net Neutrality on his television show, Last Week Tonight With John Oliver, and his call-to-action to comment is a great example of comments as social content. Here’s what it looked like posted on Facebook.SOcial Content -Comments- John Oliver

Actionable Social Content Marketing Tips:

  • Respond to comments where appropriate, at least during the first few days after the piece appears.


Social content chart

Here’s how the 4 types of social content stack up across 4 attributes (content creation, content enhancement, commentary and sharing.)

Social Content Definition Chart

Social content definition: Content marketing you and your community create together. It takes 1 of 4 different formats. They are community creation, co-creation, curation, and/or content commentary.

Social content is an important addition to your content marketing mix. It extends your offering.

Even more important, your community supports and shares your content because they’re a part of it.

What is your definition of social content?

Happy Marketing,
Heidi Cohen

Heidi CohenHeidi Cohen is the President of Riverside Marketing Strategies. You can find Heidi on , Facebook and .

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What Every Marketer Needs To Know

Persona Definition - 12 marketing attributesIn Latin, persona is defined as an actor’s mask. As such, it’s associated with characters in a drama.

Expanded more broadly to writing, a persona is a character representing the thoughts of a specific person.

This person acts as the writer’s mouthpiece, emphasizing the person’s subjective qualities and expresses the writer’s ideas, beliefs and voices. 

Regardless of any similarities with real people, living or dead, a persona is a fictional character.

The persona also assumes a defined set of characteristics in the environment where he lives. It’s in this role that personas have been borrowed and adapted for marketing purposes, especially in light of the explosion of information, channels and devices.


Because by understanding your audience and their hot buttons, you can craft more effective communications. With the explosion of social media, content marketing and mobile (or connected) devices, you need a marketing persona. Because your marketing must talk directly to your audience and resonate with them or they’re gone.

The use of personas to improve marketing isn’t new. To better target their marketing messages, direct marketers have used customer acquisition and past buying behavior data to better understand their audience in terms of demographics, psychographics and interests.

To put this in perspective, the average American spends 12 hours and 14 minutes with media per day! Therefore, you need to do your homework to provide the information they need and want before they realize it. For marketers, personae get employees on the same page.

Persona definition – 10 Essential marketing persona attributes

Persona defined in a marketing context encompasses these 10 essential attributes. Persona Definition - 12 marketing attributes

These attributes of a persona definition are posed as questions to help you understand your specific audience so you can create more effective marketing content and communications. (Note: The pronoun “he” represents both men and women.)

When answering these persona questions, be specific just like an actor has to prepare to be able to walk in someone else’s shoes.

1. Who is your persona?

  • What is his name and age?
  • What does he look like and how does he dress?
  • What level of education does he have?
  • Where is he located? Is it a city or the country?
  • What are his living arrangements?

2. What does your persona do for a living?

  • What is his job? What is his specific title?
  • Does he identify himself based on his work or profession?
  • How much money does he make?
  • What are his feelings towards money? Is he a penny pincher or generous?
  • Does he keep a budget? Does he save or invest money on a regular basis?
  • How does he pay for purchases? Does he use cash, debit cards, credit cards or electronic payment systems?

3. What are the persona’s non-work interests and/or hobbies?

  • What are his hobbies? Are they outwardly or inwardly focused?
  • What passions does the character follow that aren’t his job?
  • How does this color his world and where his focus is?

4. How is the persona’s health and well-being?

  • Is the persona healthy? If not, what type of health issues does he have and how do they effect his life?
  • What type of diet does he follow? Does he have any food restrictions?
  • Does he exercise on a regular basis? If so what does he do and where does he do it?

5. What makes the persona tick?

  • What is the persona’s point of view (aka POV)?
  • What does the character believe with regard to politics, religion and other major issues?
  • What are his hot buttons? What gets him worked up?
  • What are the his life goals?
  • What role does family play in his life?

6. Who is important to and influencers the persona and why?

  • Amongst the people who play a role in the persona’s life, who is important and why? Consider spouse, children, parents, friends, boss, co-workers and social media connections.
  • Are these influencers involved in his buying decisions? Who is the ultimate decision maker?

7. What type of products has the persona bought in the past?

  • What type of products does he buy? For whom, does he buy stuff? Roughly how much does he spend on a monthly or annual basis?
  • Does he buy things for show or for long term value?

8. What media does the persona consume?

  • What information does he seek on a regular basis?
  • What media channels does he use? Include television, radio, magazines, newspaper and online.
  • What information does he seek before, during and after making a purchase?

9. Which social media platforms does the persona participate on?

  • Is he a lurker, commenter or creator on social media?  Here’s how to create a social media persona defined in detail.
  • How much time does he spend on social media either daily or weekly?
  • Were past purchases influenced by social media? Do they share purchases on social media?

10. What devices does the persona use?

Does he use a smartphone? Does he have one for work and one for personal use?

  • What apps and/or functions does he use on a regular basis?
  • What other devices does he use? Specifically does he use a computer (or PC), tablet, gaming system, e-reader?
  • What type of devices does he use in his car (if he has one)?


A marketing persona is a fictional character that represents and communicates attributes of distinct set of people within a target market. It’s based on both qualitative and quantitative information.

Most importantly, even if you fit the target demographic for your offering, your priorities as a marketer aren’t the priorities of your customers.

What else would you include in your persona?

Happy Marketing,
Heidi Cohen

Heidi CohenHeidi Cohen is the President of Riverside Marketing Strategies. You can find Heidi on , Facebook and .

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