Content marketing, as we have discussed, is a marketing program based on the sharing of quality, credible, and pertinent information – usually on a separate online platform – that generates traffic to a company website and, along with it, interest in a company’s products and services.
Very often a company’s marketing team has a reasonably good idea of what content marketing is all about. It’s when you travel further up the ladder, to the executive offices, that the confusion begins. Many top-level executives, to be frank, just don’t get it. They are so accustomed to traditional marketing avenues such as print advertising that they simply do not grasp what content marketing is all about.
Here are some ways you can explain content marketing to those top-level execs:
Usually a manufacturer’s website, or for that matter any business’s website, is about the company, its products and services. With content marketing it is just the opposite. It is first and foremost about the customer and their business needs and challenges.
Traditional advertising is a one-way communication in which the advertiser is talking to the customer. With content marketing, a dialogue evolves. It’s a two-way conversation between supplier and customer instead of a monologue.
With quality content, your customers and potential customers develop a trust in your organization and products. It builds a relationship that simply cannot be created with traditional marketing venues.
Content marketing has a very long shelf life. It is available for months or years, at little cost to you. Print advertising may only last as long as the last issue is on the desk.
Content marketing encourages word-of-mouth referrals. Typically it is designed so that visitors can send the material to others. In fact, Intel, which has a very successful content marketing site, encourages visitors to “take our stuff.”
Content marketing does not cause someone to immediately purchase from your company. Instead, it leads to sales; it leads to referrals and it does this by helping customers feel they are making a wise purchasing decision.