Business owners know that traditional forms of marketing are not as effective as they once were. Deemed “push” marketing, these tactics such as cold calls, direct mail, commercials, trade shows and magazine or radio ads do not reach the consumer as they once did. Now considered ‘pushy,’ people go out of their way to skip your advertising efforts.
People are now trained to skip through commercials on their DVR, throw away ‘junk’ mail or screen calls with Caller ID. It is harder and harder to reach the consumer to get them to see what you have to offer. Enter content marketing. This tactic is called “pull” marketing because it is intended to ‘pull’ in the consumer by offering them educational information based on something they are already looking for.
This technique combines investigating what your customers are looking for based on research and common related internet searches with free educational content such as whitepapers or blog posts. Getting the content people want in front of the right people who are ready to buy what you have to offer is the key to content marketing.