Content marketing is a highly effective new way to approach marketing. But what, exactly, is content marketing? And why is it important?
Different from traditional advertising where ads are purchased on media owned by someone else, content marketing is about telling your story on media that you own or on “earned media.”
Content marketing doesn’t interrupt someone’s media experience, it does the opposite, attracting potential buyers actively seeking information to help them define a problem, determine a solution options and develop a short list of companies who can provide the needed product of service.
Content Marketing Institute: Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.
Why Content Marketing?
Companies are embracing content marketing in droves. According to the Content Marketing Institute, over 85 percent of brands now use content marketing.
Why the rush to content marketing? Forrester Research notes that 2/3 of purchase decisions are made before your business or sales team gets a call and that 70% see four or more pieces of content shaping their decision before making a purchase.
If potential prospects don’t find your business online or your content doesn’t answer their questions effectively with the right information at the right time, you may not make the buyer’s short list and your sales effort could be over before it begins.
And content marketing continues to work for your business forever. It attracts visitors to your website, generates leads, improves search engine results and helps overcome purchase objections and provides the reason to believe your solution is best on an ongoing basis.
Content Marketing Examples
Content marketing is about providing useful, relevant information that helps prospective buyers at each stage of the buying cycle. We use an integrated approach of paid search, and strategic lead generating campaigns to attract visitors, and generate quality leads for your sales pipeline.
Integrated content campaigns include blogging, social media, video production, eNewsletters, Infographics, eBooks, Case Studies, Research reports and more.