Let’s start off with a definition:
“Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”
The key words in this definition are relevant and valuable. Without those two pieces, the material is just marketing. In our ever changing marketplace, you have to understand your target market and know what is relevant and valuable to them. One of the benefits of content marketing is that it causes us to really dig deep into our target market, to research it and to make sure we are up on the latest trends.
The following trends in content marketing are important in planning a campaign:
- Content is more likely to be consumed if it is visual (e.g. photos, videos) – 82 %
- Mobile content consumption habits will displace traditional search engine discovery routes – 49%
- Current marketing tactics used by B2C Content Marketers in North America
- Social media -88%
- Articles on website – 78%
- E-newsletters – 76%
- Videos – 72%
- Blogs – 72%
- In-person events 65%
- Articles on other websites 61%
- Mobile content 46%
Sources: Content Marketing Institute
“Basically, content marketing is the art of communicating with our customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.”
I totally agree that content marketing that is relevant and valuable, is the key to obtaining new clients. I have always stressed the importance of delivering value. By educating your prospects they will respect you and you have a good chance of them become paying clients. Content marketing requires thought and effort to provide the correct message. It is such an important tool that it should become the basis for all your marketing efforts. Take the time to learn about this and work with your coach to put forth the right message.
Today is when everything that’s going to happen from now on begins. Harvey Firestone Jr.
Nick J. Petra CFP helping businesses achieve sustainability and profitability is our only business