What is Content Marketing? O Content Marketing is an innovative approach that focuses on creating and distributing content to existing and potential buyers. The content is valuable, relevant and consistent for them.
Sellers aim to provide answers and solutions to specific consumer questions and queries. They also include branding in the content. The approach subsequently increases brand awareness and ultimately increases sales.
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In other words, content marketing consists of material that is “compelling” and cultivates a specific audience by building brand awareness. It contrasts with outbound marketing, which focuses on banner ads and content that the consumer is not looking for.
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Content Marketing Examples
By establishing their own channels, brands progressively act as media companies and perform corresponding functions. Examples include entertainment, social interaction, and information.
Brands can become their own means of communication. Therefore, they completely replace paid media channels.
Businesses share content that is very relevant to what they are trying to sell. However, the content focuses on the needs of the viewer.
The seller consistently provides this information and may feature it as video footage, articles and reviews in newsletters. The seller may also use forums, podcasts, guides, case studies, photographs and blogs.
A different market today
Our market today is considerably different from what it was a few decades ago. Salespeople used to be the all-knowing experts. Brands and companies would spend money trying to find potential customers who needed their products and services.
However, today the consumer is the expert. The buyer is the one who is proactively looking to companies and brands for help. In other words, now it's the other way around.
Consumers today navigate up to 90% of the traditional sales funnel before contacting a salesperson or brand. Most shoppers have already extensively researched the product online before stepping into a brick-and-mortar store.
In this buyer-driven environment, sellers can improve their sales by providing content to consumers. The content engages, intrigues, or interests the audience. Meanwhile, the company is subtly promoting its brand. This is content marketing.
Benefits
Content marketing has three main advantages for the company and brand. First, is brand awareness; second, greater brand preference; and third, long range at low cost.
Through content marketing, a company's brand establishes itself as a thought leader in the industry. Subsequently, relationships with buyers are strengthened.
As the material expands and the library of content expands, the company reaches more and more potential buyers and qualified leads.
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