What Is Content Marketing, Anyways?
Content marketing helps customers make better decisions with every dollar.
Did you know 81% of consumers research a product online before they make a purchase? [Source] Content marketers are the men and women who conceptualize and create this content, usually on behalf of a brand with relevant insight.
By avoiding the direct sales approach, content marketing aims to establish and maintain a relationship with consumers throughout the buyer’s journey—even if it takes years to convert.
Content marketing is how businesses start and keep a conversation going with consumers.
Consider how technology has changed our engagement with brands and businesses:
- As of August 2015, 200 million people worldwide installed ad-blocking software. [Source]
- Thanks to smartphones, the average human attention span is 8 seconds. [Source]
- On average, Americans spend 2.7 hours socializing on mobile devices. [Source]
- Ninety-percent of mobile searches lead to action, and 50% lead to a purchase. [Source]
Businesses can’t just tell a consumer their product is a winner—that kind of self-flattery will get you nowhere in the digital age. With more ways to review, fact check, and compare products, the need for authenticity and creativity has never been more important.
Today, businesses must prove they’re better by listening to consumer feedback, addressing concerns and criticism, and taking part in global conversations.
How Can Content Marketing Help Your Business?
Believe it or not, your business is probably sitting on a treasure trove of content already. Great content can spur from anywhere: line cards, case studies, how-to videos, even employee bios. The trick to popping open content potential is knowing how to spin facts into stories, and data into compelling conversations.
I’ve helped dozens of brands, businesses, and solo entrepreneurs discover what makes their content unique. I help businesses realize their voice, best angle, and bring style to life in presentations, eBooks, websites, press releases, email campaigns, advertising, and more.
Contact BUTLER today and let’s discuss the possibilities.