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Content marketing: Not just another fad, but the path to real results

C.M. photo 3Are you sick of tracking marketing fads? Direct marketing morphed into digital marketing, which is giving way to content marketing. Very often there is plenty of substance behind the fad – which is why it became popular in the first place – but only if you do it right.

Another challenge to throw into the mix is the issue of shifting technologies and customer preferences. Over time, traditional digital marketing – essentially non-stop email blasts – has devolved into a less-than-mediocre form of marketing, due in part to the rise of the Internet and social media over the past 10 years or so.

Anyone can easily slap some ridiculous YouTube video up on Facebook and capture many opt-in leads that are then spammed into submission. However, these low-quality, high-volume approaches rarely lead to the kind of results digital marketers are hoping for in their programs.

Looking for a better way, many folks are jumping on the content marketing bandwagon. Unfortunately, effective content marketing takes much more work than many marketers anticipate.  Simply putting up a few random posts on a blog isn’t content marketing. Content marketing, just like digital marketing before it, can be effective when it’s backed up by smart strategies and appropriate levels of investment.

Of course we’ve all heard the phrase, “content is king.” Without question, this statement is true on many levels. The right content tailored to the right audience is critically important, but many people seem to have missed the memo. You can’t simply write a white paper or freshen up a data sheet and call it content marketing. That’s not quality and is unlikely to generate the kind of long-term engagement and loyalty that you’re looking for in your company’s customer relationships.

Content marketing is all about delivering information that your customers and prospects find useful. If they see you as a resource they are going to be much more inclined to turn to your company when the time comes to make a purchase. Effective content marketing and strategies cut through the noise and the clutter, offering useful information and real value to readers.

Now, of late, people are asking if content marketing is just another fad. After all, isn’t there enough superfluous amount of “junk” on the Web already?  Indeed, there is. But there’s never enough useful, valuable information that people need.

At McKenzie Worldwide, we’re here to add quality content back onto the Web and into your company.

Wouldn’t you much rather have your company benefit from earned media attention from respected publications and quality self-publishing streams resulting from smart strategy and the dedicated work it takes to build trust in your brand? False followers and a bunch of random likes due to another click bait blog post are not going to get you there.  Let’s talk.

Jessica Bettendorf

Author: Jessica Bettendorf

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