Over the past five years, the marketing world has experienced a monumental shift. Gone are the days of simply putting up a billboard or airing a commercial. Today’s consumers have become very adept at shutting out these traditional forms of marketing. They use DVRs to skip commercials and effortlessly turn a blind eye to the various forms of display advertising.
As a top Charlotte content marketing agency, UNION understands this and has remained on the bleeding edge of innovative marketing strategies. We are continuously developing fresh ways to integrate our clients’ brands into something that people actually want to see.
What Is Content Strategy?
Despite universal agreement among marketing professionals that content marketing is the most effective way to reach modern consumers, many people are still unsure what exactly it entails.
The Content Marketing Institute defines content marketing as:
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.
In simpler terms, content marketing refers to creating and sharing relevant, valuable and engaging content to your target audience with the goal of acquiring new customers or increasing business from your existing customers. Rather than pitching your products or services, you are providing information that is useful to potential buyers. This information can be useful because it answers a question or it simply entertains them.
The reasoning behind this strategy is the belief that if your business delivers consistent, ongoing valuable information to potential buyers, they will ultimately reward you with their business and loyalty.
Why Should I Care About Content Marketing?
The main reason you should care about content marketing is because your customers do. Consider the following findings from a recent Roper Public Affairs study:
- 80% of buyers prefer to get company information in a series of articles versus an advertisement
- 70% say content marketing makes them feel closer to the sponsoring company
- 60% say that company content helps them make better product decisions