We are currently witnessing dramatic changes and shifts in marketing. In the pre-Internet era, when the information space was dominated by mass media, the most efficient ad was the one that was the loudest, the most distinctive and the most catchy. However, in the end, consumers started to be overwhelmed with this form of marketing and they became, to some extent, oblivious to such ads. One of the solutions that came about was “content marketing”, which has become widely used. What is it and how is it used?
What is content marketing?
Content marketing is a specific type of text, audio file or audio-visual content which not only includes a commercial message but also provides information about a product. Advertising is not the primary feature. It is a text that has informational value for its readers, but on a secondary level it refers to your company or your solutions. A typical example might be a blog entry.
The advantage of this form of marketing is that you can adapt the basic idea for a specific audience. You do not need to come up with a way to address all prospects at once with your message. With a specific theme the text, you can address a specific part of your clientele.
How should you use content marketing?
As Entrepreneur.com states, you need to offer added value in your text in the form of information useful to your readers in order for your strategy to work. Without this extra value, your text cannot be successful.
There needs to have a beginning, an idea and a point. Think about what it is that you want to convey in the text, why people should read it and how you want your readers to feel. The information about your product can't come “out of the blue”, but it should be inseparably connected to the basic idea of the content.
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