It's been a popular marketing technique for a few years now and it definitely has a lot of impact on your customers because of the real value it offers them.
However, while the demand for content continues to rise, many businesses are not focusing their efforts on it, which has many of them asking: is content marketing worth it?
Well, let's get some answers to this popular question.
What is Content Marketing?
Content marketing is a unique approach to marketing, which focuses on offering free pieces of media in exchange for their attention, with the overall goal of driving brand recognition, traffic and ultimately, revenue.
Content created and offered must be insightful, interesting and engaging to your audience for them to want to interact with it.
Unlike other forms of marketing that force messages onto people, content marketing provides media that customers actually want, so that they're far more open to the branded message within.
Basically, content marketing understands that your customers today are "prosumers" who take a very empowered and active role in their purchase behaviour today, and therefore seeks to earn their attention by offering relevant media that they actually care about.
What's an example of content marketing?
It's all around you everywhere!
Brands and businesses are doing it every single day to earn your attention rather than force it, which is a far better way of communicating with people (especially today).
This blog, TheCopywritingBlog.com.au, is a great example as you're interacting with it right now!
I'm providing free information and insights into what I do as a professional marketer and copywriter so that I can demonstrate my expertise to earn your trust, as the reader.
To that end, it's a great marketing technique, as instead of me sending you ads that disrupt your day-to-day and force your attention (which will probably be unwelcome), I'd much prefer to create blogs, videos and other content that you will hopefully find WHEN you need it, so it's actually useful.
If you do stumble across my articles (like you have right now), it will be when you're ready to engage with me, and not when I'm forcing it on you. Therefore, I have a much better chance of you interacting and hiring me than I would if I had have used more traditional marketing.
That's because content marketing aims to engage potential and current customers at a time when they're most open to it. That's how content marketing works.
How does Content Marketing work?
As shown in the example of my Melotti Media blog, content marketing works by creating content which presents itself when the customer actually wants it, and is therefore more willing to make a purchase, or take a positive form of action.
So, does any of this make content marketing worth it?
As a marketing consultant, businesses ask me this all of the time.
Now, as a content marketing copywriter, I would always say yes, however it's not me just saying that to keep myself in business!
Content marketing is essential for all businesses today.
You'll hear people around saying "content marketing is dead" because the space is saturated. Sure, there is truth to that, for sure.
So, why do I still fight for content marketing? Because your customer demands it and it therefore works. It provides a great customer experience for them which paints your brand in a favourable light to them.
Do I think content marketing is worth it?