Saying the Right Things to the Right People

I’ve lamented before that so many buzzwords in marketing are over-hyped or improperly used. Then you have words like “branding” that seem to have lost meaning through a maelstrom of overuse.

That’s not the case with content marketing, a phrase that’s worthy of hype, not to mention consideration by the leaders of growing businesses, trade associations and non-profits. Simply put, content marketing creates and distributes valuable, relevant information with the intent of attracting and helping a clearly-defined audience.

What I love about content marketing is that it’s USEFUL; the focus is on helping people do real things like find a senior-living facility for mom or get IT help. It’s a value-added approach that benefits everyone.

It differentiates, too. The low-cost bidder in whatever industry you are in probably isn’t pursuing content marketing. The most profitable player probably is.

Indeed, it’s a fantastic differentiator because it deepens your positioning while also tending to self-select the right people. That is, if people like your content, they’re more likely to be a good customer, and more quickly.

This is being helped along by search engines that actively reward good content. It also coincides with the regrettable demise of traditional media. At a time when there are fewer newspapers and magazines providing less advice to their readers, companies and organizations can fill the gap with helpful information and perspective.

Previous Post
What Should Marketing Cost?
Next Post
Apparently, the Internet is a Thing