In a world where we can skip ads on TV, listen to commercial-free radio and surf the internet without ever noticing banners or those infamous “buy now” buttons (making them completely irrelevant), brands must find new innovative ways to reach their targeted audience. Instead of trying to push your brand in front of an audience that is simply disinterested by your glitzy, high-cost, non-substantial marketing campaigns, might we suggest trying content marketing.

 

Content marketing is no longer a trend or a craze, it is simply the future of marketing. In fact, 91% of B2B marketers use content marketing and 86% of B2C marketers use content marketing. (Content Marketing Institute).

 

So, what is Content Marketing? The best definition probably comes from Joe Pulizzi, the founder of the Content Marketing Institute, in his must-have book Get Content, Get Customers (co-authored by Newt Barrett).

 

"Content marketing is the art of understanding what your customers need to know and delivering it to them in a relevant and compelling way."

Why is content marketing so popular?

 

It’s simple. It works.

 

Consumers who surf the web are more likely to engage with compelling content such as blog posts, infographics, eBooks, videos or white papers than with any type of traditional ads. The arrival of the internet has completely changed the way consumers interact with brands by providing a myriad of creative and interactive alternatives to age-old marketing techniques. In fact, to reach your audience nowadays , you must create content that compels them and answers their informational needs while still simultaneously serving your underlying marketing objectives.

 

A hard challenge? Not really. Think of it this way. Any brand that deems to call themselves a brand cares about their clients. They try to create the best products and services possible in hopes of truly satisfying their needs. Content marketing seeks to achieve the same. By giving them the sought-after information in a innovative way, content marketing acts as a relationship-building tool that builds brand awareness, increases customer engagement and retains interest throughout the sales conversion process.

 

Ready to jump in but don’t know where to start? Like with any good plan, you first have to determine your goals and target the right audience. Need help with your plan? Reach out to us.

 

Roxanne Genier
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