This post by Joe Pullizzi offers an interesting history of content marketing. I wanted to point out a couple of quotes that really resonated with me.
“..we sold on the idea that when the advertising worked, buyers wanted more information”
I think this is critical. It underscores that content efforts don’t replace good advertising, but that they amplify the impact of it. This also highlights a truth about consumers: If they’re interested, they will go digital to get more information–whether that info comes from you or your top competitor.
But if they get the idea from your ad, and the facts, details, and access to real people online from someone else, who do you think they’ll give their business to?
“Content marketing is creating your own valuable, relevant and compelling content to position yourself as the true industry expert. When you do that, your prospects and customers trust you more and are more willing to buy from you.”
Another great thought to consider: Content lets you prove that you know what you’re talking about. Too often, we know our businesses’ capabilities so well that we assume others somehow do too. Of course, it’s not true, but the assumption trips up more than its fair share of marketers.
Content marketing is how you show what you’re about as a business. If you can’t prove to your audience that you know what they need and how to help them get it, why on earth should they trust you enough to give you their business?
There are several other great quotes in the post, so I hope you’ll go read it.