Thanks for the citation, Lisa. I do think there's a secret in all communications, including advertising; and that's telling a compelling story.
Content Marketing is Gaining Momentum in Advertising
Content marketing is not a new concept but many in the marketing world are just now seeing its benefit to advertising. The common phrase says, “Content is king” but few really understood just how powerful that statement was until recently. Now there is evidence that your content is your most powerful tool in advertising and marketing.
Content is a part of your branding. As Frank Strong explains in a post on Copyblogger, “Branding is just another name for creating a perception.”
He goes on to explain how content helps to build that perception that you want for your brand. Content includes the copy (the actual words used on your page), the images and pictures and even other multimedia like videos and podcasts. Charts, graphs and infographics are other examples of content that builds brand awareness.
Finally, more than ever before we are seeing user-generated content helping to boost brands online. This new form of advertising is free and it’s highly effective. What could be more convincing than having actual customers tell their friends and family about how much they love your product/service and why?
So what is the secret to making this advertising method work? There is no secret, really. It all lies in giving people quality content they care about that causes them to act and react. You want to create content that users want to share with their own networks.
Copyblogger also has this infographic that outlines the Content Marketing Media Matrix for Small Business. It shows the types of content and the correlation of that content to the results you are looking for in advertising your business. The chart outlines the required attention and ease of implementation. Some of the easiest methods of content marketing are social media and blogging. Then we also have podcasts, animation, press releases and more.
But again, it is not enough just to create this content. You have to create related, quality and interesting content that your target market wants to read, see, share and enjoy. So just like any other method of advertising, you need to have a plan. Your content marketing begins with your goals and outlines to reach those goals.
Evidence shows that serious buyers want engaging content and serious marketers know how to give it to them. Enhanced content marketing leads to better engagement with potential customer according to BtoB Magazine’s study which gives us a clear vision as to how content marketing is one advertising gaining new momentum and popularity.