It can usually be described as a marketing technique that creates, as well distributes, useful and relevant information to a target audience with the objective of driving profitable customer action. This content could be presented in a number of formats, such as articles, images, audio formats, videos, interactive surveys, or quite possibly a combination of all of these types. The main purpose behind content marketing is to attract and maintain customers by providing content that is both relevant and valuable to them, but with the intention of altering or enhancing their consumer behavior.
In other words, content marketing is actually engaging with customers, as opposed to an advertisement which is just trying to sell them a product or service. When customers receive information that enhances their daily lives, they will reward you – not only with their business, but also with their brand loyalty.
This ongoing process should be a part of your business marketing plan. Why? Because it’s effective. While the practice has become mainstream with all the digital publishing tools available today, the concept isn’t exactly new.
Content marketing’s first major success stories can be traced all the way back to 1895 when John Deere debuted a newsletter to help farmers called The Furrow. Since then, content marketing has been utilized in some form by a number of major brands, including Michelin, Jell-O, Sears, and P&G.
More recently, companies like Cisco, Microsoft, and Nike have launched new interactive campaigns that have fully embraced the customer engagement principles that make these strategies so powerful and effective, taking content marketing to a new level of legitimacy in the advertising world lexicon. Is Content Marketing New?
Content marketing, as we know it today, is touted as a relatively “new” advertising strategy; however, it’s really just an amalgamation of a handful of other business practices. Content marketing combines traditional advertising, sales, social media, event planning, and branding, combining them into an all-encompassing strategy to help foster customer relationships and deliver business results.
With so many different aspects rolled into one, content marketing makes it possible for businesses to streamline their marketing efforts while also helping to create a more unified user experience.