Content marketing is about distributing and sharing relevant information and experience to potential or existing customers throughout various media platforms in order to get noticed, to get attention and eventually to get sales.
In a previous marketing era marketing and advertising messages had to be pushed and presented to the maximum number of potential or existing customers whatever their needs or interests were. This interruption marketing often missed to catch the attention at the very moment of interest when the potential or existing customer had a need.
Still a form of content marketing has existed since long: case studies which have the limitation as an existing customer needs to exist and is willing to co-operate to tell and to approve to publish the story. The less customers a company had the less chances an interesting case study could be published.
Moreover small unknown brands have more difficulty to get the permission to publish case studies than well known brands as the customer sees more benefit in linking his brand name with a market leader.
Another problem with case studies is that you only can publish cases that have been deployed successfully which restricts your marketing to the existing market segment and the range of problems dealt with.
Dealing with customers to discuss, write and get approval of a case study is time consuming.
Free content creation
Content marketing doesn’t require a customer or a project to be told and getting their approval. Content marketing is all about creating content that could interest potential or existing customers.
- The story should relevant and very apparent
- The text should be short as else people loose interest
- The content should be simple and easy to understand
- The goal should be clear or almost obvious
Although creating the content for each of the pieces or cases could be relevant short giving you an easy entry into content marketing. However due to the need to cover as many possible problems and business cases, your content marketing will result in a significant amount of work.
Are you into Content marketing or still into case studies ?