Marketing experts agree, content marketing is the now and the future of marketing. Traditional marketing is slowly losing steam. Evidence is the fact that online users have become proficient at ignoring buttons and banners to concentrate on content. Even advertisements in magazines and newspapers are being ignored.
In simpler terms, people have gotten sick and tired of brands doing the thinking for them – how this particular brand is better suited to their needs, how a product from this company can give them a truckload of savings, and so on and so forth – all the marketing hoopla people have grown to resist.
Content marketing – a definition
As defined by Joe Pulizzi, Content Marketing Institute founder, “content marketing is a marketing process to attract and retain customers by consistently creating and curating content in order to change or enhance a consumer behavior.”
Recognizing the fact that consumers don’t want to be told what to do and would rather freely choose based on a given set of options, with content marketing, consumers will most likely opt for a brand that continually educates them.
Is traditional marketing really dead?
If you throw this question at a guy named Aiden Livingston, a guy born in 1983 and therefore a millenial or a Gen Y baby, yes, traditional marketing is dead. Now, this isn’t a battle of the generations, but let’s face it, baby boomers are now retiring while the Gen Y babies are either at the threshold or height of their spending potential.
That being the backdrop, if your marketing strategies are still the same as those that had worked magnificently well when the television set was as big as your kitchen cabinet, you’re missing something.
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In a Harvard Business Review article by Bill Lee, With the rise of social media, community marketing has taken on a whole new level. Nowadays, when people contemplate on buying high-ticket items like a flat-screen TV or, say, a surgeon to consult with, people no longer talk with salespeople. Instead:
- they go to their friends for recommendations.
- they rely on word-of-mouth, or make their own research via social media or the general Internet, which goes to show that a buyer’s buying decision can be based on peer influence.
That being said, it is therefore safe to conclude that nowadays, if you run a business and you’re not investing in content marketing, you’re not doing any marketing.
What about you? What are your thoughts on content marketing? Feel free to share and start the ball rolling in the comments section below.
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