Content marketing is a key component of any effective modern marketing campaign. While traditional marketing and advertising has involved pushing self-serving advertising messages out to a general audience using mass media, content marketing is the opposite – attracting prospects in with content that has interest and value for them.
Content marketing is all about creating and distributing valuable, pertinent content to targeted prospects using channels they prefer, such as social media platforms like Facebook, Twitter, YouTube, Pinterest and others too numerous to mention. Content marketing, unlike traditional paid advertising, relies on understanding customer wants and needs and addressing them with free information and offers that engage them and encourages a dialog that can lead to sales. The central idea behind effective content marketing is give something valuable to get something valuable – such as contact information to start a “relationship” – in return.
The Web has turned the seller/buyer relationship upside down. No longer is the seller in control, feeding the buyer only the information the business wants to provide. Instead, buyers can research purchases to their hearts’ delight online, finding product information and reviews, reading other customers’ opinions, and gathering data from a variety of resources other than the seller.
Content marketing focuses entirely on the prospect and his or her needs. By creating a variety of content, such as eBooks, white papers, webinars, podcasts and more, a business utilizing effective content marketing can engage potential customers at various stages throughout their discovery “journey” with the right content at the right time. As the prospect continues to engage with the seller, a relationship is established, enabling the business to gain the potential customer’s trust with the goal of ultimately winning their business and loyalty.
If you’re a consumer or business-to-business (B2B) company looking to employ content marketing as a fundamental component of your sales and marketing efforts, contact the content marketing experts at Mac5 Creative. They’re the content marketing professionals.
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