A strategic marketing approach based around creating valuable and engaging content for your target audience to drive profitability and create brand value.
Let’s break that definition down.
While all marketing should be strategic, far too many business owners (especially small business owners) are still using shotgun marketing approaches. They may buy advertising space in printed publications, fill radio spots, or run TV commercials in the hopes that wider general exposure will drive revenue. The assumption is that simply providing more ways for people to hear about a company increases brand recognition, ultimately increasing revenue. And while this may work in some instances, it is not a very strategic approach. Content marketing is a strategic marketing tactic that defines a clear target demographic before pursuing that audience with customized content.
Content is tailored for a specific target audience to go after their needs, desires, and aspirational goals. By creating true value and engaging audiences, brands form a lasting connection that spurs purchase activity and fosters a loyal following.
In this definition content can be articles, blog posts, videos, white papers, case studies, social media posts, or anything else developed by the business to connect with consumers. In fact, content doesn’t simply involve online materials. Content more broadly encompasses offline items like product packaging, tradeshow materials, and point-of-sale displays as well.
Find out what you need to know about content marketing to succeed with this highly lucrative marketing approach!