Why content marketing? Because it works. Content marketing can achieve your business goals, no matter whether you’re a small local business, or whether you’re casting a wider net, and are doing business globally.
It’s never been easier to get information. Whatever you want to know, no matter how obscure the topic, enter it into a search engine, and you get results. Content marketing is information. Your customers are getting information before they buy.
So if you’re wondering whether YOU should be marketing via content, of course you should. As Jonathan Lister pointed out on Fastcompany.com:
Buyers are not persuaded by advertising alone. They’re using the web, search, social networks, and more to educate themselves on potential purchases. Research shows consumers are 60% through the buyer’s journey before reaching out to brands for help on available options.
And yes, by “brands” that means you, too.
Rand Fishkin of Moz presented The Content Marketing Manifesto over a year ago. If you’re wondering who, what, why and how about content marketing, this slide deck is a good start.