Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action. The operative word here is ‘valuable’.
Content Marketing is information. Content Marketing is education without promotion. When you demonstrate your industry expertise without pitching your product, whether through written word or speech presentations, consumers listen. What’s the first thing someone does when they’re considering a purchase? Research. The more you educate without selling, the more consumers consider you to be an industry leader and respect your knowledge. If and when they need a product or service like yours, you will be first in their mind. After all, didn’t you supply the answers to many of their questions already through your blogs, newsletters or white pages?
Content builds thought leadership.
Why are some brands and businesses known as thought leaders, while others merely putter along? The reason is almost always directly related to the effort they put into marketing themselves as a leader. Content marketing can help you build thought leadership and eventually convert prospects into customers.
Who consumers choose to shop with comes down to either convenience or differentiation. Good, quality content can heavily influence the latter.
Don’t Give Up on Content Yes, it is time consuming to generate interesting, impactful content on a consistent basis. However, every dollar and hour you invest in content marketing will come back to you. The research shows it and the benefits prove it.
Around Reston Magazine encourages their advertisers to include Tips or Mini Articles within their ads. In so doing, Around Reston Content Marketing ads have greater stickiness and higher rate of return. Delivered quarterly to over 20,000 Reston homes, Around Reston is the local leader in direct mail marketing. www.aroundreston.com 571-313-0229
By Kat Toussaint, Publisher, Around Reston