And Why You Should, Too!
Stop worrying and learn to love content marketing. What is content marketing? Content marketing is when you utilize content such as videos, blogs, and other multimedia to capture the attention of specific demographics. Content marketing is typically not a direct seller of the business’s product, service or mission, but is closely related. This type of marketing is useful, entertaining and it converts audiences into buyers. But, why do we love it?
Love is such a strong word.
Content marketing is genuinely lovable, and that is why it is so powerful. Genuinely lovable? I suppose that needs a little more detail. The keyword is genuine. With the advancement of technology, we all notice that advertisements bombard our daily lives. New platforms like Facebook and Twitter provide advertisers with new opportunities. On top of the development of more television stations and more ways to watch movies and sports, we have even more technology-enabled platforms to explore, such as podcasts and VR. We run the risk of ad fatigue with our clients. Content marketing is a marketing strategy to offset this ad fatigue by providing the audience with beneficial or entertaining content that indirectly sells. In some cases, the content may not sell any product or service. Content marketing creates a value for potential customers.
This shifting of interruptive advertisements to value-driven content is genuinely lovable. I say “genuine” because this content should come from the heart; it should speak through the business or industry from an emotional and human looking glass. It’s not about savings, coupons or features. And, it’s not about comparisons or benefits. But, it’s about the mutual emotional connections and the values that your community shares.