Content marketing, its not science or a heal all, its simply good business. by Haney Sweda

 Define - Content marketing is an umbrella term encompassing all marketing formats that involve the creation or sharing of content for the purpose of engaging current and potential consumer bases. Content marketing subscribes to the notion that delivering high-quality, relevant and valuable information to prospects and customers drives profitable consumer action. Content marketing has benefits in terms of retaining reader attention and improving brand loyalty

Historically we delivered the marketing message via some sort of advertising, TV, radio, print, which can get pricey or via a free media press, with no real control over the broadcast message.  This type of message was "pushing" the information to the consumer.  Once the message is broadcast the business, hopes and prays that the message worked and that the consumer whether B2C or B2B will respond,  then we measure the results, determine adjustments and do it over and over again changing the message per our measurement results.

Content marketing, takes information,  that all businesses have in inventory, leverages that information to the consumers advantage.  By providing the information the business "pulls" the consumer in, gains trust and a level of expertise, thus the business develops a relationship to that consumer.  A relationship that will bear fruit laterally and in the long-term.

Funny, but I get asked over and over again, when consulting with clients, “Where will we get the content?”. Its as if the business owners have lost site of their own business, like content marketing has caused them some kind of amnesia. The majority of the content exits within the business. Yes, it may need to be packaged or rewritten for content marketing delivery.  But the content or message is not magic, its the content or messages you have been telling your good loyal customers, your staff and your friends.  It is content that all good and savvy business people know and teach about their business.  

I spent years owning/operating in the food and beverage industry. I can recall countless times speaking to my staff(s) and customers, regarding their happiness or contentment with our place. If I were still in that industry, there is a significant portion of the content that I would use to market my business.  

Content marketing allows the small, medium or large business to spread the word the word that for a long time was shared only in staff meetings or with the bestest best customer or with your friends.  Content marketing spreads the word about your good business practices.