Content Marketing, or Selling Without Selling
In my last post titled 'Be the Wave—Or 'The New Marketers' Manifesto,' I discussed that amazing transformation that's taking place in the way people interact with their favorite brands. Exciting stuff, right? Building on that, today I would like to turn your attention to another crucially important trend in the marketing world you need to become familiar with, called 'Content Marketing.'
As I mentioned in my last post, we're in a time of rapid change, where control of the Buyer's Journey has shifted to the customer and out of the firm's control. In this landscape, many consumers have simply shut themselves off from the traditional world of sales and marketing. Armed with laptops, smartphones and tablets, today's buyers instead turn to the Web and Social Media to educate themselves.
Making a sale in this new paradigm requires having a presence where your prospects or customers are—which is increasingly on their mobile devices and in the Social Media universe—not necessarily where you want them to be or where they were previously.
But that's not all. Today's consumers also tend to be increasingly turned off by traditional sales and marketing tactics. This has resulted in plunging response rates and decreased levels of brand perception across the board. Think about it. If you own a DVR, when's the last time you actually sat through a full 30-second TV commercial? Probably during the Super Bowl, right? That was more than one month ago.
Success in this environment requires selling by informing—and this is where Content Marketing comes into play. Content Marketing means creating and distributing valuable and highly relevant content to your customers and prospects, with the goal of attracting and engaging your target audience, while driving profitable customer interaction and cementing your brand's reputation as a thought leader and industry expert.
Who’s Your Data? is a blog that aims to disseminate thought-provoking tips and techniques involving the use of data and database marketing to direct marketing professionals. Why should you care? Because implementing data best practices has been shown to lift response rates, improve analytics and enhance overall customer experience. Reader participation is encouraged!
Rio Longacre is a Sales & Marketing Professional with more than 10 years of experience in the direct marketing trenches. He has worked closely with businesses across many different vertical markets, helping them effectively leverage the use of data, personalization technologies and tracking platforms. Longacre is currently employed as a Managing Consultant, Marketing, Sales & Service Consulting at Capgemini Consulting, a premier management consulting firm. He is based in the company's New York City office, which is located in Midtown Manhattan. He has also previously worked as an online media buyer and digital marketing strategist.
Email Longacre below, or you can follow him on Twitter at @RioLongacre. Any opinions expressed are his own.