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  • Writer's pictureAlesha Henley

Content Marketing? What is it and Why do it?

Today’s marketing is certainly Not Your Mother’s Marketing. A brief look at the options available today to connect with your customer include everything from tried-and-true (including some that are nearly obsolete) to modern platforms that might be confusing at best because a lot of these platforms have misleading names and definitions.

Let’s talk about content marketing – the Content Marketing Institute defines it as: 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.

But what does that mean? The dictionary has a more user-friendly definition: a type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services. This is a more tactical definition, allowing for a ‘call to action’ that pretty much any business/industry can employ.

But the bigger question is: why? Why should you engage in content marketing? Well, the answers are found in both those definitions. It is a strategic marketing approach - and it’s a next-level means of connecting with your existing and potential customer/target audience. Content Marketing ‘humanizes’ your brand. Consider: if you are looking to buy a product or service, would you be more inclined to do so with a business you feel you can trust, rather than some random possibility? Probably. Content marketing allows you to put your business in that Trust column. With content marketing you are not pitching your products or services; instead, you are developing a relationship with your customer, providing information, ROI, entertainment, etc. without a ‘call to action’ to buy a service. With call to action bombarding everyone 24/7 across all media platforms that no-sell interaction is an invaluable tool.

Content marketing is more than just a video here and there – it needs to be done right in order to present your company as both professional and approachable – and to set that tone is a bit more difficult than you might think. Why not let us work with you to develop a powerful, non-invasive content marketing profile for your business!

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