According to Altimeter, content is the new marketing equation. At the end of a 20 pages study, they make some recommandations on what companies should do to optimize their content marketing approach:
- Build content around the brand, product or service, not about it
- Drive organizational change and transformation
- Educate and train
- Design content that can be distributed in multiple formats across several platforms
Content marketing, or creating and publishing media rather than “renting” advertising time and space, has always existed.
Emerging digital technologies, platforms, and channels nowenable any brand to function as a media company with very real advantages: building branding, awareness, trust, purchase intent, and word-of-mouth, as well as lowering acquisition costs and increasing engagement with target audiences. Customers are tuning out advertising as they go online to research purchases; interact with brands; and seek out news, entertainment, and inspiration.
Marketers can serve customers and prospects with content through every phase of awareness, branding, intent, conversion, and customer service. Yet, unlike advertising, content initiatives are continual rather than episodic, placing new demands not just on marketing organizations, but also across the enterprise as a whole.
Content marketing requires a shift in company culture, resources, budgets, partners, and strategy. Rebalancing is critical to achieve these goals. The choice is whether to rebalance now or wait until later, when the battle for attention may become even more difficult than it is today.
You will also find interesting information about the power of content marketing in this infographic by BlueGlass Interactive, a digital marketing agency specializing in content marketing.
Created by BlueGlass Interactive