If you’re not creating content, start! If you are, create more!
These days marketing success goes beyond banners, email and search engine marketing. With the proliferation of digital channels and the screens that support them, marketers need to invest more in content development that entertains, delights, educates and moves their customers to buy. In the past decade, the quants overtook marketing departments at the cost of creativity, resulting in a sea of mediocre content.
Since the demand for content is growing to a louder beat, balance is gradually being restored as companies rush to strengthen their customer bonds through videos, blogs, social media and games. Contrary to the trend, effective content development doesn’t require big budgets. In fact, small to medium sized businesses in particular can master content marketing without blowing their creative budgets and in a way that adds value to their brand.
Almost a year ago, we wrote about the value of a strong content marketing campaign in our post “Giving Content Development High Priority”. Back then we stressed its importance as a foundation for marketing automation. However, today the value of quality content goes far beyond that. Tony Quin, CEO of IQ, a full service agency said in a recent post for Marketing Daily that “compelling content is the currency that buys your customer’s attention and affection long before they reach the stage of comparing features and benefits.” Knowing this, its obvious that every business CAN and SHOULD be a publisher. There is an immense amount of marketing clutter out there for businesses to compete with. Creating content that adds value to your brand will be what separates you from the competition.