What is Content Marketing?
It’s an old and incredibly effective marketing practice with a new name – it’s actually the third name we’ve seen it promoted as in our careers. First it was Pull Marketing vs. Push Marketing. Then Education-based marketing. Then Inbound Marketing (and is still called that) and now simply Content Marketing.
The model and practices are grounded in the fact that most consumers prefer being educated than being sold to, that they prefer to buy from someone they like and trust than being sold to buy someone slick and pushy with a good deal, and that they prefer to have some choice and control in their buying process, than being continuously interrupted by invasive promotional messages.
Content Marketing is a way of positioning yourself or your company in a way that you can be found by people interested in what you offer but are initially searching to learn, gain knowledge and understand things that will help them make effective purchasing decisions. Then providing valuable and helpful knowledge that establishes your credibility and fosters trust over time, making you the most likely person or company they will buy from.
How can you attract users without interrupting their user experience? Without annoying them? What if you could attract users to relevant information related to your product? You can with Content and Inbound Marketing! In the form of blogs, videos, podcasts, infographics, quizzes, ebooks or slidedeck presentations.
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