The traditional marketing techniques are becoming less attractive to the customers. Whether it is B2B or B2C business concern customers have started to skip television advertising, often ignore magazine advertising, and gradually have become adapted with online marketing surface to get information about products or services without a care for banners or buttons. Content marketing is becoming popular day by day to business organizations because it works. Consumers are more comfortable in clicking and sharing to purchase a product from a brand’s content than from its advertisements. Thus, many companies have found that creating their own content is far more efficient in reaching and engaging with customers than traditional marketing techniques. Going by the current trends and practices content marketing is going to be the mainstream marketing technique at present. B2B marketers are increasingly using content marketing tactics to engage B2B buyers with compelling content to educate, inform, entertain and guide them along their buying journey. According to the DemandGen Reports “B2B buyer behavior has been changing dramatically over the last few years as buyers become more sophisticated, find new ways to gather information online and via social media. 90% of business buyers say when they’re ready to buy, they’ll find you.”
As a field of study “Content Marketing” still now well understood and to have a clear and universally accepted definition. The confusion often arises because of the meaning of the word “content”. The problem is that “content,” in this context, is so ill-defined and poorly understood that unscrupulous content creators flood the web with low-quality schlock meant to appeal to base online instincts. However content marketing may be defined as in following way:
“Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.”
Broadly the purpose of content marketing is to attract and retain customers by consistently creating relevant and valuable content with the intention enhancing consumer behavior. It is not a onetime activity to be undertaken rather it is an ongoing process that is best integrated into overall marketing strategy, and it focuses on more customer engagement and value creation.
Fundamentally it can be said that content marketing is the art of communicating with target customers and prospects without using any interrupting marketing. Instead of selling and promoting about the products or services, this marketing technique is used to deliver information that makes the buyer more informed about the products or services. The initiatives of delivering consistent and ongoing valuable information to buyers finally reward the company in the form of greater awareness and customer loyalty.
5 Growing Trends of Content MarketingContent marketing is going mainstream and is becoming more sophisticated to help marketers generate more leads and enable thought leadership.
- The popularity of white papers as a content marketing format is declining relative to interactive, easily digestible formats such as video.
- B2B marketers are increasing their content production over the next 12 months.
- YouTube is gaining popularity as a social media platform to reach and engage B2B audiences – Facebook is losing ground.
- Marketing automation is on the rise.
The goals of content marketing:
- Lead generation
- Thought leadership / market education
- Customer acquisition
- Brand awareness
- Lead nurturing
- Website traffic
- Customers loyalty / retention
- Social media engagement
- Channel enablement
Content Marketing is a great buzz word, but don’t get caught up in all the hype. But the current trend and the outcomes of various survey conducted by marketing research firms it can be said that content marketing is going to be the future of marketing by its own merits and significance.