Content Marketing

As the world has become more digitalized, new technology and services have made it possible to watch, listen and read entertainment,music and news without being subject to advertising.  Add this to the growing concern among advertisers that consumers have learned how to effectively tune out ads and you can better understand the birth of Content Marketing.

According the Content Marketing Institute,

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.

While content marketing can be employed across a wide variety of industries, it is often used by those providing more complex products or services that typically involve a longer sales cycle.  The key is to provide information that your target market will find useful.  Common examples include:

  • Research or Studies
  • Polls
  • How to Guides
  • Updates on Industry Trends or Regulations
  • Infographics
  • Videos
  • Books

The hope is that once identified, potential customers will subscribe to your newsletter, follow your company on Facebook, join your group on LinkedIn, attend a webinar or the like.  Over time, you establish yourself as a thought leader and prospects eventually become customers and ultimately evangelists for your company.

While our ability to assist companies with content marketing is somewhat dependent on the complexity of one’s business, we routinely help with design, copywriting, video and other elements of an ongoing content marketing program.

infographic example small

Infographics are an ideal method for creating content that people want to download, share and link to.



Recruitment Fraud Alert

A new identity theft scam has hit the recruitment industry. It has come to our attention that fraudulent emails are being sent by fake companies posing as recruiters or posing as an employee of an organization, like Captiva, to recruit candidates.

These unofficial requests stem from Gmail accounts or fake LinkedIn/Indeed accounts and not from official company accounts. They direct users to attend a Google Hangout interview and then proceed to interview a candidate while asking for personal information. At Captiva Marketing, our first step in the applicant screening process includes an email from an official Captiva Marketing email account to schedule a traditional phone call. This request will come from an official Captiva Marketing email address and not a address. We do not request a Google Hangout nor do we use a Gmail account with our recruiting process. Initial communications will not request sensitive information, including but not limited to social security numbers, birth dates, bank information, etc. during our interview process. While giving out personal information to organizations, please be diligent. If you have any concerns about a request coming from Captiva Marketing, please contact us at 314-822-3656 and ask for Melissa Berner.

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