The Content Marketing Revolution
by Mike Smiley
The past several years have marked an historic transformation for businesses and organizations, both large and small, and it centers on content.
As a consumer, you are undoubtedly aware that the majority of companies are now marketing with content – that is, going beyond the traditional advertising and communications channels. Instead companies are enhancing their brands and relationships by publishing (or passing along) relevant information, ideas and entertainment that their stakeholders will value.
The success of content marketing has dramatically changed the way we communicate. This content marketing revolution signals more than a mere marketing fad. It marks an important new chapter in the history of business communications: an era of customer education and corporate transparency.
Conventional wisdom told companies to hold their expertise and knowledge close, to put “trade secrets” under indefinite embargo and to let exclusive research and similar information stay on a dusty shelf. However, with ongoing innovations in the digital space – particularly social media – and the dispersal of knowledge in every direction, organizations are in the unique position to distribute the information they have gathered in exchange for readership, engagement and brand loyalty.
The fact is, no matter the size of your organization or your marketing budget, a comprehensive content strategy enables you to level the playing field in your industry. With both B2B and B2C customers moving to on-demand platforms, companies must consider content strategies that engage, inform and convert prospects into customers and supporters. In contrast to traditional company messaging or advertising, content marketing builds brand awareness, loyalty and trust by asking what your audiences’ needs are and what is most important in their relationship with your business, services and products. We believe that content can be the means by which a brand shapes and impacts their business and consumer landscapes. It also can be a thoughtful investment in a company’s legacy. Armed with quality content, business and organizations in any industry can become thought leaders, change agents and experts.
In the Marketing Practice at Decision Associates, we can help you develop a comprehensive content strategy that will enable you to:
- Enhance customer engagement
- Increase inquiries and sales
- Shorten the sales cycle
- Reduce marketing costs
From identifying key content channels for your customers, to developing an integrated content marketing plan and establish metrics for ongoing content marketing success, our team can help your business or organization develop a sustainable plan that will deliver long-term results. We invite your comments and questions.