Being visible isn’t just about being found… it’s about being found at just the right point in the sales cycle. Being found BEFORE the decision is made. Content marketing makes this happen.
It isn’t a new tactic, even though the volume of excitement and chatter makes it seem that way. It’s been a part of public relations forever. Why is it suddenly on everyone’s lips? Because it works. In an age where landing editorial placements via traditional media relations is harder every day, content marketing helps keep that visibility pipeline full.
Not only does it let you become your own publisher, but it’s one of the most SEO-friendly tactics available. Instead of pushy, interruptive tactics heavy on promotion, it allows you to pull in targeted prospects by giving answers to their questions as the evaluate their options.
It’s inbound marketing that helps you be found when they are doing their online homework before a purchase, instead of the old school method of force feeding what you want them to hear, when you want them to hear it.
Advertising still has a place, but it’s just one piece of a diversified budget.
Content marketing is about the consumer, not the brand.