Effective business owners realize that the days of traditional marketing are over. People are very busy and in recent years have become incredibly efficient internet users; they can quickly find what they are searching for while website advertisements become invisible to them, rendering them ineffective. In today’s society, people are constantly bombarded with advertising, and as a result they have become very effective at completely tuning out traditional advertising.
Effective business owners realize the deficiencies of traditional marketing in today’s fast-paced world. They also realize that content marketing is the way to get through to consumers. Content marketing is all marketing formats that involve the creation and sharing of content in order to attract, acquire and engage with current and potential consumers. It is also known as branded media, custom media, custom publishing, customer publishing, corporate publishing, and branded content.
Instead of pitching your services or products, you provide your customers with valuable information that makes them more knowledgeable. The concept behind this marketing strategy is that by delivering consistent, valuable and updated information to customers, they will reward you with their business and loyalty.
If this does not sound like a feasible marketing strategy to you, think again. Some of the greatest marketing organizations in the world practice content marketing, including Cisco Systems, P&G, John Deere and Microsoft! It is not just the big corporations that benefit from this strategy; small businesses have been very successful as well. Content marketing works, thus effective business owners benefit from hiring content marketing managers.
Need more proof? How about these statistics: According to the Roper Public Affairs, 80% of people responsible for making business decisions prefer to get company information in a series of articles versus an advertisement. 70% of these individuals say that content marketing makes them feel closer to the sponsoring company, and 60% say that company content helps them make better decisions about the products being offered.
While content is the key component of this marketing strategy, it is important to make it personal and relevant. The primary advantage of content marketing over all other types of marketing is trust; if you can gain a customer’s trust, they are likely to stick with you. The best way to gain someone’s trust is to really know and understand them, and top content marketers get to know and understand their customers. This marketing strategy is not about the product, it is all about your relationship with the customer.
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