What is Content Marketing?

Traditional marketing is dead. The marketplace we do business in today is drastically different from the days of old. Salespeople and store employees used to be the experts, and brands and businesses used to spend advertising dollars to find prospects who needed their services.

The experts have changed

Today, the buyer is the expert and not the sales people and store employees. They’re the ones proactively reaching out to brands and businesses for help.

For example:

  • The average buyer guides themselves through up to 90% of the traditional sales funnel before they’ll even approach a brand or salesperson.
  • 80% of shoppers will do their research online before walking into a store.
  • It’s been said consumers spend an average of 79 days conducting online research before buying.

The solution to this buyer-driven environment is Content.

Content marketing is the process of creating and delivering high-quality, valuable content to attract, inform and engage an audience, while also promoting the brand itself. Buyers and consumers are already searching the web for answers that your brand is uniquely positioned to offer.

It’s benefits are three-fold:

Increased brand awareness: As prospects and buyers search the web for answers to their questions and solutions for their problems, your brand continues to show up.

Increased brand preference: Content marketing helps to further establish your brand as a thought leader in your industry, which strengthens relationships with buyers.

Greater reach at lower cost: It is not a short-term strategy, but over time, a library of great content will continue to reach more qualified leads and interested buyers.

Content marketing is the smart marketer’s approach to relationship-based, buyer-charged marketplace.

Creating a Content Marketing Strategy

An effective content marketing strategy is built on two pillars that you (hopefully) have already:

  • A set of robust, strategic buyer personas
  • An understanding of your typical buyer’s journey.

Both of these content assets should appeal that least one persona at each stage of the buying journey, guiding them onto the next stage.