Where has traditional marketing gone?January 9, 2013
It’s no secret consumers are learning to put on blinders in an attempt to tune out traditional marketing messages. They aren’t interested in being told to blindly “buy now”. Alternatively, they are thirsty for information; information that will allow them to make comparisons, find answers to their questions and ultimately make an informed decision regarding a potential purchase.
Instead of casually eyeing the pitch of your product or service, consumers are searching for relevant, credible stories, case studies and content about what they are seeking. The present, not the future of effective marketing is being accomplished by delivering information with engaging and compelling storytelling that makes the buyer more intelligent and helps them validate their purchase decision.
This relevant information that gives customers and prospects value and, in turn, gives you credibility, is labeled Content Marketing.
The essence of content marketing is the principle that delivering consistent, valuable information to buyers will be rewarded with a profitable customer action and continued loyalty. As defined by the Content Marketing Institute, the basic premise of content marketing is the art of communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent.
In your next letter package or digital communication, think about including applicable customer feedback in the form of a success story or similar tactic. Give your audience something meaty to read! Perhaps set up a testing opportunity and compare response from a piece with content driven marketing versus your stand-alone marketing message. Remember to share your findings with us.
To see how much content marketing has gained in popularity, check out the findings from a recent Holger Schulze for Optify study: 2012 B2B Content Marketing Trends Survey.
Keep it valuable and relevant!
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