I’ve been talking about how content drives action and serves as the backbone of marketing for more than 15 years now. I've seen hundreds of companies implement these stratgeies and they work.
There’s no doubt that when a buyer is investigating companies, their products and services, as well as people to do business with, it's content that generates interest.
The new publishing model on the web is not about hype and spin and messages. It is about delivering content when and where it is needed and, in the process, branding you or your organization as a leader.
When you understand your audience—those people who will become your buyers (or those who will join, donate, subscribe, apply, volunteer, or vote)—you can craft an editorial and content strategy just for them. What works is a focus on your buyers and their problems. What fails is an egocentric display of your products and services.
This post is a continuation of my “marketing basics” blog posts. If you’ve missed them, here are the others so far:
To implement a successful content marketing strategy, think like a publisher
Marketers at the organizations successfully using the new rules recognize that they are now purveyors of information, and they manage content as a valuable asset with the same care that a publishing company does.