Many buzzwords are floating around in the digital marketing sphere these days, some of which include search engine optimisation, artificial intelligence, omnichannel and content marketing.
However, what’s the big deal about these buzzwords, and specifically content marketing? According to B2C Content Marketing 2019: Benchmarks, Budgets, and Trends, which was released by the Content Marketing Institute, 57% of B2C marketers who were surveyed expected their content marketing budget to be increasing. This is particularly in the area of content creation. There must be a reason for this, but what is it?
What is content marketing?
Content marketing is a type of marketing that focuses on creating, publishing and distributing content to targeted online audiences. It is not intended only to promote a brand but also generate interest in its products or services through valuable and interesting content. In other words, it’s not the hard, fast sell, but rather encouraging potential clients to build a relationship with your brand in the hope of a future sale.
Why is content marketing a big deal?
- Content marketing is not just talking at people. It allows you to talk to people about their wants, needs, fears, etc. from an expert’s point of view. This practice allows you to develop a relationship with your clients and gets them to trust you. Thus this is valuable from a sales point of view as people are more likely to buy from companies and brands who they trust.
- It allows you to build genuine connections with people. Clients and potential clients want to know who you are, what you stand for and why they should buy from you. They want to know your history, where you are going in future and your ethics and values. Content marketing allows you to do this.