We all know how important marketing is to any business’ success but marketing is IMPOSSIBLE without great content! Regardless of the type of marketing selected to best represent your company, content marketing is essential and cannot be separated, without failure. So what is content marketing? Let’s take a look.

Content marketing is used to attract, engage, motivate and keep consumers by sharing industry relevant articles, infographics, videos, and other forms of media. This approach establishes a rapport, builds loyalty, promotes the brand, and most importantly, it keeps viewers entertained and well informed. Customers no longer want to simply buy a brand, they want to buy an experience. They want to feel like they are a part of a brand they can trust. They want to feel… Important. If you want your business to stay top of mind when it is time to buy, make sure you are offering great content.

Why is this so important? It is actually easier than it seems. The buying cycle consists of 5 stages including: awareness, education, validation, sale and of course, resale. Content marketing thoroughly covers the first 2 stages of the buying process. It successfully raises awareness of a solution through educating customers on products and/or services they may not have known were options. Trust takes time to build, but by supplying customers with the information they need up front, you build loyalty, and that goes a long way.

So where does this apply? The simple answer is, everywhere! Content marketing is an essential part of social media, PR, Search Engine Optimization, Search Engine Marketing, etc. In other words, in todays world, content marketing is the key to success. Gone are the days of simply advertising for advertising sake, and welcome a new era where content is key and relationship building is everything.