With today’s ad-saturated media, getting your message to your target audience becomes increasingly more intensive. There are so many ads—tv, radio, billboards, magazines, and emails—that people are faced with every day, getting to the right people takes that much more effort. That is where content marketing comes in.
Marketing and advertising are no longer about telling customers what they should buy; it is now about creating a need—then fulfilling those needs. Selling without ”telling” can seem like the opposite of what you are trying to achieve with your marketing goals. But as any experienced content producer can show you, the opportunity in this strategy is to become an ongoing resource for your clients and customers, building up trust so that they turn to your product or service when in need.
So what is content marketing? According to the Content Marketing Institute, content marketing creates stories that resonate with users and potential users of a product or service. This makes the messages embedded within them more difficult to ignore. By developing a strong message with your content, you can better reach your intended audience. Content can be just a tagline on an ad to a full-blown white paper on your website—the range is endless. But what is important is that the message is the same.
“Content marketing is a critical component to an organization’s marketing mix because customers are receiving useful, relevant content about what they want to know, when they want it, and how they want to receive it,” says Jack Davidson, vice president of marketing services for The YGS Group. Beyond the fundamental message you are trying to get across in your marketing, creating content is also about anticipating the needs of your customers and making the message available when they want it.
At The YGS Group, content marketing is king and we fully grasp the full value of building conversations with prospective customers and loyal users. For the next several weeks, we will continue to explore the value and ‘how-to’ of content marketing.