What is Content Marketing?

Let’s face it. The Internet playing field has leveled. Anyone with $30 and 30 minutes can get a pretty decent website. And that’s where content comes in. Even though technology has leveled the playing field for some, content has remained an elusive creature. Why? Content creation is a creative, human endeavor (at least for now). It takes time, strategy, thinking and talent.
Consumers (both B2B and B2C) are looking for product information. And most enterprises do a decent job of covering product and service core details – dimensions, features, and benefits. But consumers want more. They want to see the product in action. They want to take a deeper look inside. They want to know how your product or service will make their life easier or better – and they want to see that in video, text, photo and interactive experience. Or maybe they want to learn more about a subject, like SEO, or heck, even Content Marketing. So as consumers scour the Internet and retail outlets for information about products in your category, the companies that provide the best content will attract these consumers first. They are, in effect, casting a net of content.

Now just because they cast the net doesn’t mean they retain the consumer. It takes more than content to land a sale, but it’s a great place to start. And that is content marketing. It’s also inbound marketing. Get it?

Consider your own experiences as a consumer and the time you spend online looking for information prior to a purchase. Or the last time you wanted to learn about a particular subject. How often are you frustrated by the lack of information? Maybe you wished there was a video to accompany the photos? Or maybe user reviews? A blog with deeper insights? Or perhaps a PDF of the operation manual? Whatever it was you wished you found, you can bet your customers and prospects feel the same way.

Now what are you going to do about it? Let us know your thoughts.