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Posts Tagged ‘5 questions to ask about content marketing’
Understanding the Content Marketing Trend: 5 Questions to Ask Before Spending a Dime on a Case Study, Webinar, or White Paper
Amanda Moshier | February 4th, 2010
It’s no secret consumers are becoming more resistant to traditional advertising. Attention spans are lower, and competition for time and money is fierce. Terms like “ad blindness” point to dropping click-through rates on display ads and a consumer mindset that ignores whatever it doesn’t want to see. This is not to say display doesn’t work, but this and other forms of “push marketing,” wherein consumers are interrupted with sales messages, are no longer sufficient. Just as the proliferation of the Internet and a demand for more accountability in marketing prompted the mounting shift towards digital and away from traditional media, the growing number of choices available to consumers and increasing reliance on word-of-mouth to make purchasing decisions has forced marketers to think critically about consumer engagement and devote more resources to drawing consumers in with relevant and well-positioned messages, an emergent “pull marketing” tactic called “content marketing.” While ad campaigns of the past relied chiefly on creativity and clever presentation, such smoke-and-mirrors tactics are outdated. A nice-looking display or print ad still serves a purpose, and a memorable TV commercial boosts brand awareness over time, but when it comes long-term consumer engagement, a brand’s ability to provide solutions to consumer challenges is what sets it apart from the crowd. With companies spending 33% of 2010 budgets on content marketing according to leading agency Junta42, it is wise to follow suit, but doing a mediocre job is worse than nothing at all. To shed light on this critical trend, here is Continue reading…
