What Is Content Marketing?

Content marketing attracts clearly defined customers through information that is educational and engaging. It is about building brand authority by addressing customer needs and delivering valuable insights. Educate buyers better than your competitor, and you will earn trust and credibility.

Customers Want Insight

Buyers require research, education and answers to satisfy their objections and test their assumptions. They want control of their buying decision, and they take control by educating themselves. B2B and B2C customers seek research from a variety of online sources.

If your content isn’t being used by buyers for research, you’re not relevant to the buyer’s decision.

Content Marketing Vs. Traditional Marketing

Where traditional marketing places messages in front of people, content marketing draws customers in and creates credible dialogue. Customers tune out irrelevant messages. They tune in content that is information based because it has value. Content that educates has usurped content that promotes.

88% of B2B marketers in North America are using content marketing. (Content Marketing Institute)

76% of marketers are increasing investment in content marketing. (Curata)

Stop Promoting, Start Educating

Actively engaging customers with ideas that are compelling and credible develops a foundation for future interactions. It’s all about gaining trust through legitimacy.

Effective content marketing fosters credible conversations with customers that are relevant and appealing. By developing a comprehensive program that captures customers’ attention through education, companies established themselves as an authority in their space. The key to success is understanding what elements resonate with a specific set of customers.

Content Marketing Attracts Relevant Prospects

Content marketing is the centerpiece of a long-term strategy that recognizes the customer relationship as a continuum rather than as a discreet transaction. At its core, content marketing is self-selecting: it only attracts potential customers interested in the product.

Content Works 24/7

Insightful content mushrooms on social media. All you need to do is publish the URL to your content’s landing page. If buyers find it useful, they can easily “like” it, repost it or retweet it.