Member-only story
Harnessing the Power of Content Marketing
Content marketing is a powerful way to reach a wider audience and draw new customers into your business. But to make it work, the focus needs to be more on the content and less on marketing.
Over 70 per cent of readers say they’re turned off when content is a thinly-disguised sales pitch.
Let’s look at the different types of content marketing and how to use them most effectively.
What is Content Marketing?
“Content” covers a range of different forms of information, from the written word to live video. Content marketing is the process of using this content, which provides useful information to your audience, to market your business.
This marketing can be explicit, such as a sales pitch embedded in a video or a promotional spot at the beginning of a podcast, or it can be passive. Passive marketing means you don’t try to sell to your audience but instead rely on the quality of your content to create positive feelings and trust.
Ideally, your content marketing strategy will strike a balance between the two. If you sell too hard in your content, it’s likely to turn off some of your audience but it’s also not a good idea to never pitch them anything.
