You’re running a business. You need to make sales. For many years, advertising helped you to make those sales. Unfortunately, conventional advertising is no longer as effective as it once was. You’re spending more, and making less income. It’s time you learned about content marketing.
What’s Content Marketing?
Many companies are shifting to content marketing. Traditional advertising, based on the interruption model, is no longer effective. Not only is the audience segmented widely, but the audience is no longer reacting in the way it used to.
Content marketing is simply marketing by using content. This content can be in the form on informational articles, entertaining videos, custom publishing of magazines, and blogs, or other forms of content.
How Can You Use It?
One of the major benefits of content marketing is that content, at least compared to traditional advertising, is very cheap to produce. This means that you can test content marketing in various ways, and select methods which produce the best results for you.
Start out by using content marketing to support traditional advertising you’re using. For example, if you’re running a radio or TV campaign, set up a website for it first. Create a blog, and build some social media marketing accounts. If you set up these forms of content before your campaign goes live, you’ll be able to test the results you’ve achieved.
Of course, you don’t have to wait until you’re launching a new campaign. If you don’t have a company blog, create one now. A blog is a form of content marketing, and it will allow you to test its effectiveness slowly, without investing a great deal of time and money.
What Results Can You Expect?
The results may surprise you. Of course it depends on the industry and you’re in, but some companies report that they’re achieving the results they want by spending only 20 per cent of what they’d usually expect to spend on traditional advertising.
Over the past ten years, the gradual shift to content marketing has begun. In the vanguard were companies which invested in blogging and other social media. Over the past couple of years, more and more companies are realizing the effectiveness of marketing using content. Perhaps it’s time you tested this new form of marketing too.
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