Consumers have “tuned out” the traditional world of marketing. They use a DVR to skip television advertising, they often disregard magazine advertising, and now have become so adept at online “surfing” that they can take in online information and have been trained to ignore banners or buttons, making them irrelevant. Intelligent marketers understand that traditional marketing is becoming less and less effective by the minute, and that there has to be a better way. Enter content marketing.
Content marketing is a marketing technique for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience with the objective of driving profitable customer action. Content marketing’s purpose is to attract and retain customers by consistently creating and managing relevant and valuable content with the intention of changing or enhancing consumer behavior. It is an ongoing process that is best integrated into your overall marketing strategy, and it focuses on owning media, not renting it.
Basically, content marketing is the art of communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. The essence of this content strategy is the belief that if your business delivers consistent, ongoing valuable information to buyers, they ultimately reward you with their business and loyalty.
Good content writing on a website can cause a reader not only to come back, but to share good or interesting information with friends who may continue sharing with others. A single reader can turn into hundreds from around the world that are now introduced to your company. If your content is truly captivating, they may share it with hundreds more. Each share can create exactly the kind of advertising that every company wants, but can no longer achieve with banner ads and pop ups.
Content marketing is being used by some of the greatest marketing organizations in the world, including P&G, Microsoft, Cisco Systems and John Deere. It’s also developed and executed by small businesses and one-person shops around the globe.