Marketing used to be more of a science than an art. Marketing agencies from Utah to the East Coast blanketed their messages on TV screens, magazine spreads and internet banner ads. Then one day, this traditional approach to marketing stopped working. Consumers got smarter. They used their DVRs to skip commercials, flipped past the magazine ads and blocked out the internet banners. The scientific approach to marketing didn’t work anymore. It was time to get creative.
Information Creating Sales
Content marketing focuses on creating valuable content and distributing it to a specific audience. Instead of a magazine spread with gorgeous models lathering on sunscreen, a marketing agency in Utah will create videos and blogs about how important it is to protect your skin from the sun. It will research and review the best sunscreens, and publish those results online. Content marketing aims to communicate with consumers in a positive way, understanding that sales will naturally follow.
How does providing people with information generate better business? Content marketing operates under the belief that if a business or organization can consistently provide their audiences with valuable information, those audiences will in turn reward companies and organizations with loyal business.
Communicating With Audiences
Communicating with consumers through content marketing truly is an art. Marketers have to get to know their audiences. What are their likes and dislikes? What information do they want to know? What do they care about? Consumers in Utah may have very different needs than consumers in the Big Apple. The information age means consumers have innumerable options for finding answers, and if they feel a company is out of touch, they’ll simply go somewhere else.
Adaptability and Longevity
Content marketing is the new industry standard because it works, plain and simple. It allows businesses to adapt their marketing strategies to any type of platform — from traditional webpages to the latest social media site. As the world of marketing continues to evolve, there’s no question that content marketing will continue to lead the way.