If you haven’t taken any marketing courses yet, like me, there’s a good chance you don’t really know what content marketing is. You may have heard people mention it in the past, and deduced a fairly reliable meaning from the words themselves, but this article will give you a more succinct understanding of content marketing and its benefits.
Content marketing is defined by Forbes as valuable, relevant and consistent content that attracts the attention of an intended audience. The purpose of content marketing is to drive profitable consumer interaction that makes people want to consume, rather than avoid it. While traditional marketing is focused on renting media and basically buying views with hopes of conversion, content marketing is run from owned media such as a company’s blog or website.
Instead of pushing the sale, content marketing focuses on creating a more educated consumer. The age of content marketing is especially profitable for those companies that truly have better products, and by further educating the public on their superiority, they will increase their sales. This revolutionary way of marketing is thus pushing companies to have better products that better serve the needs of the public.
We know that the 4 steps in the buying process are 1) Awareness that there is a solution to their problem 2) Research and educate themselves on the possible solutions 3) Consideration of each of the solutions and evaluation of the solutions against each other 4) Purchase. While traditional marketing taps into the 3rd and 4th steps in the buying process, content marketing’s purpose is to aid the consumer in the 1st and 2nd steps. Great content marketing not only educates the consumer on solutions they may not have considered, but it also gains trust and preference for its own product.
Content marketing is quickly evolving into a necessary aspect of successful business. Today’s consumer is increasingly educated and values access to great content.
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Article by Rachel D.