What is content marketing?



Content marketing is a tactical marketing approach focused on creating and distributing valuable, relevant, and consistent content across multiple channels to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action. In other words, Instead of pitching your products or services, you are providing truly relevant and useful content to your prospects and customers to help them solve a problem.

Buyers and customers today live in an age of information overload. They’re more inundated by more marketing messages than ever before – more than 2,900 per day, by current estimations – of which they’ll only remember a fraction and act on even fewer. As a result, business owners and marketing professionals are challenged by attention scarcity – the concept that the more marketing “noise” your audience is forced to filter out, the harder they become to reach.

How does content marketing help?

Done right, content marketing elevates your brand above the “noise” and engages with potential and current customers. It’s the offer in your email campaigns, the link you share on social media, the gift bags or brochures you hand out at events, the information you showcase on your website and the silver bullet closing your sales team uses to close a deal.

Convincing prospective clients to buy into your brand comes down to creating perceived value for your products and services. People are not receptive to hard-sell messages right away, so you have to guide them down a path that helps them feel engaged and assists them in solving a key challenge or addresses an unfulfilled need. To lead them through this journey, you need to be armed with an arsenal of engaging, relevant content. Having the right content allows you to stand out in a “noisy” marketplace.

Image by Suomy Nona from Pixabay