Content Marketing — The What and the When

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Marketing concepts have transformed manifold over the years. Gone are the days when marketing meant pitching one’s own products in a bid to motivate prospective customers to buy the products. Today, it is more about engaging buyers for life by providing them with what they primarily need for choosing products correctly—information. This concept of marketing where content is shared across prospective customers for supplying information without a sales pitch is called content marketing. The primary aim is to engage, acquire and attract target customers and drive them into profitable action.

The primary advantage of content marketing lies in the fact that it helps to maintain a clear communication channel with customers who matter. It helps companies to position themselves as sellers who care about delivering correct information to customers for ensuring that they make the right choices. Hence, it is an intelligent way of expressing that they are truly concerned about the customer. The more involved customers are with the business entity, the easier it is to keep them in the purchase loop. Only pitching products repetitively could put them off instead. If you continue to target customers with an aim to sell your products alone, the drive would end up losing steam in a while. Hence, providing information seems to be the best bet.

Content Marketing—When is it The Right Move?

If the content marketing strategies have been effectively devised, sharing informative content with customers for developing the right kind of connect with customers could be a preferable move for all forms of business houses. Established business houses like Hewlett Packard and John Deere have been using content marketing as an effective tool for maintaining customer focus. This is because, products propounded by such business houses have already earned a name for themselves. Naturally, pitching their products relentlessly may not be the right way to create an impact. In fact, intense sales pitches might end up creating unwarranted noise in the markets.

When established brands such as these attempt to share informative content with customers instead, it could be a more preferable way of generating interest in them and keep them connected to their products. Provided the content delivered is packed with the right kind of information that customers would require for selecting products, target customers would be accessing them with gargantuan interest before making choices.

Similarly, content marketing is also suitable for single owned business houses at startup stage. When such small business enterprises plan to share information with customers without an attempt to sell directly, they succeed in creating a credibility of their own. If small business entities direct their efforts towards selling products alone, they may end up positioning themselves inadequately before customers. And the first impression often tends to last through for a while requiring structured efforts might be required for changing it.

Therefore, content marketing seems to be a well suited option for business houses irrespective of their marketing standing, willing to make a mark among customers. It all depends on how appropriately the strategies have been planned.

Author info

Cynthia Reese is a freelance writer who likes writing on social media trends, Business strategy and Business communication. Currently she is involved in writing for

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