A Business definition. 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. [ Ref. 1]
Deriving value, the goal is to provide as much value from your content marketing to as much of your target audience as possible. Consider this example:
“Potential clients find our content, find value in it, and by the time they contact us they’re already convinced they want to work with us. We don’t have to engage in any high pressure sales tactics, it’s merely a matter of working out details, signing an agreement, and getting started. The trust that usually needs to be built up during an extensive sales cycle has already been created before we know the potential client exists.” [Ref. 2]
Customers are quick to spot value in the content they receive. They become the focus of your content design, copy, marketing methods and delivery. All content design and copy should be aligned with delivering high value. As the example above illustrates, content marketing eliminates a lot of the energy needed to educate the customer, almost eliminating the need for “high pressure sales tactics.” Ideally, it should be a two way street. Use infographics, web pages, podcasts, videos, books and more to get your message out there and to be heard.
We’ll talk more about this in our future posts. Enjoy !
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