It fell. But did anybody hear it?
Chances are, probably not.
A lot of product/services marketing folks are reaching out for new solutions today and many are coming back with the same one: content marketing. And there’s nothing wrong with that. In fact, if you are not utilizing content marketing as a fundamental leg on your marketing “stool”, you are probably missing the boat.
It is surely to your advantage to position yourself as an authoritative source in your chosen marketplace while providing your prospects with valuable information that will benefit their businesses. Content (good content) truly is “king” and the development and/or curation of such content should be an important part of your marketing strategy.
We’re not in Iowa anymore.
But the bigger issue lies in the promotion of this content. And that’s where digital marketing platforms come into play. Yes, I know, many will shrug off the entire notion of “paying for traffic”. And don’t even mention the old school tactics of advertising: direct mail, print media, broadcast, etc. After all, if we build it (and it’s really, really good), they will come, right? In most cases, not so much.
And while no one can suggest that the traditional forms of promotion are dead, content marketing does lend itself more effectively promoted via digital formats. Each channel or platform has it’s own application and you’ll need to choose those that best fit your particular market or niche.
To that end, I recently discovered a great post by Jeff Bullas, one of my favorite marketing bloggers, that does a great job of summarizing the pros and cons of each of the major “paid ad” type platforms. Please feel free to check it out here.
So write on, you content marketers, with pride and conviction in the value of your contributions to the markets you serve.
Just don’t forget to actually tell someone about it!