As a Denver marketing agency, with a focus on developing best practices in current marketing trends, we find that the notion of content marketing is something foreign to most businesses.
This post outlines key content marketing elements and why content marketing is so important in today’s world. Part two of this series (July 2013) will outline how to approach the creation of effective content for content marketing. Part three of this content marketing series (August 2013) will outline the best practices for content marketing distribution.
Content marketing is the act of creating or aggregating non-selling content, delivered on a consistent basis, to engage a community around your brand by providing value.
Today, the world of marketing and advertising is far more complex. Not only is each medium far more complicated, but the sheer number of relevant factors, channels and systems it takes to create a successful marketing plan is not able to be effectively implemented by a smaller marketing department. The expertise required includes:
In a world where everyone is continuously bombarded with new information and where virtually all information is available via your cell phone or tablet at the push of a button, conventional advertising has become far less effective at driving behavior.
With the Internet turning more products into commodities, brand loyalty has also severely declined. No longer do people always buy the same TV or car brand as their parents. People’s shopping behavior has changed.
Content marketing is one of the few ways, in a fast-paced, commodity driven world, for a company to build and maintain ongoing engagement with their prospects and customers. It creates an ongoing connection and top of mind awareness when a purchasing opportunity arises. This is what makes it so important.
The term content marketing may be new to a lot of people, but the notion of content marketing has been around for well over 100 years.
There are several examples of this listed on Wikipedia.
Most businesses believe that they are thought leaders and believe they do an amazing job for their clients and customers. However, in the past, they have not needed to create consistent content to prove these internal notions. Some of the questions include:
There has been a shift away from just running ads, to a new model of building an engaged community around your brand via content marketing. This is a complete mindset change for many organizations and even many marketing professionals.
How to Use This Information
Review your marketing mix. Are you creating or aggregating non-selling content, delivered on a consistent basis, to engage a community around your brand by providing value?
Be sure to read both parts of this Content Marketing series:
Content Marketing Part 1 – The Importance & Key Elements of Effective Content Marketing
Content Marketing Part 2 – Creating Effective Content Marketing Content
If you would like help or have questions about developing a successful content marketing platform for your company, please feel free to call Webolutions at 303-300-2640. We believe in making a difference in people’s lives and would be happy to provide you with a complimentary one-on-one consultation to help you put together a more effective marketing program.
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