SandHill.com | Opinion : Content-Based Marketing:
So what is content-based marketing? According to the Content Marketing Institute, it is a technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience. It is the art of communicating with your customers and prospects without selling. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they continue to pay attention and ultimately reward us with their business and loyalty. And they do.
The key to effective content marketing is that it must be relevant and valuable to prospects and that it must be bite-sized, so that it can be easily consumed by the busy, multi-tasking professional during his or her already overloaded work day. Even if the content is relevant and important, who has time to listen to an archive of a 45-minute webinar or read a six-page white paper that your marketing organization may be promoting using Google Adwords or in a nurture email campaign?
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