Along the years, traditional marketing has evolved to adjust to the preferences of the consumers. The market is saturated with texts, images and messages that shout aloud from anywhere. People started to ignore these big and obvious boards. They are indeed looking for subtle ways to keep in touch with the brands they love.
Content marketing was created from the need to capture the attention of clients that ignore banners on the street or in the on-line media. Its purpose is to approach the clients with creative and relevant experiences. The focus is on better communication with the client, in order to pitch up the sales. Content marketing is all about stopping the client with an intelligent message, attract him or her to read it, make them think in order to act differently.
Great content is the foundation stone for any form of marketing. Today, it is found in almost all the materials in contact with the customers, the employees and business collaborators. Social media, search engine optimisation (SEO), public relations (PR), inbound and content strategy are some of the examples.
As a business owner, you have to be very careful with the materials that get in contact with your customers. You have to calculate the time they will spend reading your material, if it is good enough to make them interested, how long your website will keep the engaged, if it will convince them to buy your products. All these have to be perfectly linked, so that there is no gap, from the start to the end of the process. The system is that complex, that any missing link can make them loose interest. Everything has to be planned on the clock.
There is no universal recipe that fits all business models, but every marketing strategy is unique. More than that, the marketing strategy keeps developing itself over and over. It is not an event that happens once. It keeps adapting to the consumer needs and market change.