To say that marketing isn’t what it used to be would be a severe understatement. Times have changed. Technology has changed. And most importantly, marketers have finally decided to pay attention to something that’s highly important – what people actually want from their advertising.
What is content marketing? Simply put, it’s the use of consumable and helpful materials such as blogs, white papers, videos and infographics as marketing tools. And while it’s true that some businesses have used content as a means of marketing in the past – think of a magazine company that offers a free book with a paid subscription – modern-day content marketing breaks the mold, combining technology and information to provide the customer with more value than ever before.
This idea of value is what really makes content marketing work. The average person has been significantly underserved by marketing for some time. Ad blockers are used by more than 200 million people worldwide. Consumers are tired of being told what they want, and they’re sick of cookie-cutter ads that don’t serve any purpose besides promoting the business in question.
Why is content marketing important?
Content marketing changes all of this by giving the customer something of substance. Instead of a banner ad or a pop-up that people are well-trained to ignore, content marketing focuses on the topics that people actually care about. And since they’re willing to stick around and be informed, they’re proving their interest in what you have to say. That interest will come back around when these individuals are ready to make a purchase.
When done correctly, content marketing accomplishes two goals. First, it gives interested parties a way to learn more about something they care about. This not only creates value, but it educates the consumer and helps them to feel more confident in their eventual purchase. Second, and perhaps just as importantly, creating great content cements you as a thought leader within your industry. When someone has a question about a particular topic within your niche, you can simply point to your body of content and encourage potential customers to teach themselves. This strengthens the bond between consumer and business, ensuring that you’ll be their first choice when it’s time to buy.
The smart way to promote your business
Content marketing can be challenging and time-consuming, but it can also be extremely lucrative. Creating top-notch content means a win-win for both you and your customers. And it may just be the best way to market to the modern consumer.
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