Content Marketing

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 Content Marketing

Content Marketing is a technique of storytelling that marketers employ to pass along relevant and valuable information to its customer. It is a tool to engage customers through the art of storytelling in the form of audio, visual, print, and many more. Content Marketing came into the picture to enforce valuable information amongst the target audience.

Content Marketing Institute defines- "Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a well-defined audience and to drive profitable customer action". This definition emphasizes on delivery of valuable, relevant, and consistent. These three elements are glaringly absent in traditional marketing. Traditional Marketing emphasizes push strategy; to market products that are being produced, putting efforts into the features, the need to buy is largely inconsistent in the targeting of customers.



History of Content Marketing

John Deere has been touted as the pioneer of consumer-driven content. John Deere launched The Furrow in 1885. The magazine did not showcase any of John Deere's product but provided information for the farmers to improve and sustain their business. The Furrow was an instant success as it gave valuable information and stories to enjoy.

The 1930s was the era of Radio popularity. Proctor and Gamble came up with a radio serial drama sponsored by their Oxydol soap powder.

Then, came the 1990s, the dawn of the digital age, blogs came into the picture. Justin Hall, a Swarthmore college has been credited with creating the first blog ever. Companies used this medium to entertain and engage their audience.

The 21st century saw the rise in digital platforms such as Facebook, Instagram, Twitter, YouTube, etc. to create meaningful stories to connect with the audience, engage with them, and entertain.



                                       

Content Marketing follows the customer's "Point of view". It gets into the perspective of an individual enhancing the connection between brands and the consumer while going beyond the product features, delving into the underlying problems and desires of the consumer.

Connect, Engagement and Entertainment is the value that customers derive besides the product itself, which is Content Marketing for me.




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