What is Content Marketing?
Content Marketing is the process of creating valuable, relevant content to attract, acquire and
engage your audience. Rather than forcing a sales pitch, the content should be focused on
presenting tips and best practices to readers (that could be buying from you).
The key word here is “educational”. Providing thought leadership instead of promotional
content on your website, blog and/or social media profiles.
Why is Content Marketing so important?
By establishing your brand as a content marketing thought leader you build trust with your
desired audience at an early stage of their buying journeys. That consequently reflects in
Brand Awareness and Brand Preference.
Furthermore, that enables you to stand out by setting up your Brand’s:
• Voice – the feeling you want the content to convey;
• Tone – the way the content sounds;
• Style – the content type and structure.
Conclusion: How to put that into practice?
A “Golden Rule” to adopt is the so called 411 Rule, that suggests a content type pattern, which
is as follows:
First: Use 4 Educational Assets (tips, best practices, etc);
Second: 1 “Soft Promotion” (company reports);
Third: 1 “Hard Promotion” (sales data sheet, cheat sheets, etc.).