Content Marketing – Building an audience that’s interested in your message
If you want to market you business online you need content and you’ve probably heard about ‘Content Marketing’.
What exactly is Content Marketing?
According to the Content Marketing Institute, content marketing is “Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”
Unlike one off adverts, content marketing is a long term strategy that enables you to build a relationship with and engage with your target audience before they make their purchasing decision. Because you cannot know where in the buying process your prospects are, content marketing allows you to build confidence with prospects and to earn their loyalty.
Most people assume content marketing is a a blog post, however it takes many forms, including podcasts, videos, social media and info graphics to name a few examples.
How can I use it to benefit my business?
Content marketing allows you to build a relationship with your prospects by providing relevant and useful information that creates sense of authority for you in your market. It’s often quoted that a prospect needs unto 12 ‘touch points’ (exposure to your brand) before making a purchasing decision and content marketing allows you to give these tour points.