Over the past 30 years, we have seen a major shift from traditional marketing, with only a few channels available (i.e. print, television etc.), to hundreds of ways that consumers interact with brands, and subsequently, people have shut off the traditional world of marketing. They own a DVR to skip television advertising, often ignore magazine advertising, and now have become so adept at online “surfing” that they can take in online information without a care for banners or buttons (making them irrelevant). Or just purchase adblocking software and eliminate marketing entirely.
Smart 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. But what exactly is content marketing?
“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.” – Content Marketing Institute
Instead of pitching your products or services, you are providing truly relevant and useful content to your prospects and customers to help them solve their issues. This is a great way to not only provide consumers with information they are really interested in, but provide a way for them to begin bonding with your brand. So if you don’t have a content marketing strategy yet, then jump on board because your business is missing out!