Over the past couple of decades Marketing has become increasingly sophisticated. This is due, at least in part, to the pervasive presence of the internet and the rise of smart-phones, which enable users to remain in contact with their e-mail, Facebook and Twitter accounts at all hours of the day and night, even when not at their desks. This means that businesses can tap into a 24-hours a day, seven days per week potential clientele. However, the potential of this situation must be balanced with the knowledge that these days your prospective customers are extremely sophisticated and demand far more than old-fashioned advertisements that bombard them with information that they may not wish to hear. NOW is the time to build effective relationships with your customers – don’t tell them what you want them to hear; instead why not think about providing them with information that is truly valuable and useful to them? Welcome to the world of Content Marketing! If interruption advertising (e.g. TV and radio commercials) is the Neanderthal of the Marketing world, then Content Marketing is the Homo Sapien. Now that DVR systems such as TiVo allow people to screen out advertisements, smart companies are thinking ahead and providing their clients with content that is both relevant and valuable. According to America’s respected GfK Roper Public Affairs customer research organisation, 80 per cent of people have stated that they would prefer to receive company information in a series of articles rather than traditional advertisements, 70 per cent claim that Content Marketing makes them more kindly disposed towards a company while 60 per cent revealed that company content has helped them to make better decisions about which product or service to choose. Seth Godin, widely acknowledged as one of America’s leading Marketing experts says, “Content Marketing is not the future – it is the present.” If you would like to know more about Content Marketing and how your company can benefit from this new philosophy, Redline Company can provide a plan that will help you to connect more effectively with your potential client base.
