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
- How to Guides
- Updates on Industry Trends or Regulations
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.
Infographics are an ideal method for creating content that people want to download, share and link to.