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How Content Marketing can change your business

22 Apr
Published by gruti
Content Marketing

When organizations talk about doing marketing campaigns for their products and services, it is understood that they refer to content marketing. This includes many names such as customer media, customer publishing, branded content, corporate journalism/publishing and branded media. But what exactly is content marketing and why is important as the only marketing possible?

Content marketing is a technique of creating and distributing relevant and valuable content to attract and engage a defined target audience – with the only objective of driving profitable customer action.


This means that content marketing is a way of communicating with your prospects without pitching or selling your products or services but rather, delivering and communicating information to the prospects so that they buyer process becomes more informative. It is a form of education towards buyers who become more intelligent about that specific product/service. Why do we want our future customers become more intelligent? Because by delivering consistent and relevant information to them, we, as a company, believe that they will reward us with their business and most important with their loyalty. Big IT organizations such Microsoft, VMware, Cisco, use content marketing as well as their main distributors partners. Why? Because it works.


Nowadays marketers understand that traditional marketing is becoming less and less effective Thought leaders and marketing experts from around the world, including the likes of Seth Godin have concluded that content marketing isn’t just the future, it’s the present.


Without good content Marketing is not Marketing

The difference between content marketing and any other form of pseudo informational marketing you could receive from companies trying to sell you their products lays in two words from the definition: relevant and valuable. If you remove these two words, we are no longer talking about content marketing. It is about receiving relevant info rather than spam info from companies. Also it is about receiving such info that make a person stop, read, think and behave differently.


Reading reports from the Roper Public Affairs, 80% of business decision makers prefer to get company information in a series of articles rather than advertisement. 60% state that company content helps them make better product decisions. These numbers make us think that potential customers in certain cases and for certain products, look forward to receiving your content marketing and if this is received via newsletters, e-mail or website, than prospects will spend a couple of minutes to read the material. In other words with content marketing you can create expectation which helps you to make a connection with the customers.


If you are intrigued by this topic you can search more literature by reviewing resources of the Content Marketing Institute, which will help you to clarify your doubts and change your business and customer for the better.


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