Content marketing is the creation and strategic distribution of thought leadership and instructive materials that educate and interest the audience.
Content marketing assets come in four basic forms — written, audio, video, and image.
Most businesses use several forms of content to engage with their audiences across platforms like social media, websites, and ads.
Content marketing is a great way to improve brand awareness and build trust with customers. Once trust has been established, customers are typically more open to engaging with product- and feature-specific content like demos, reviews, and brochures.
With a strong content marketing function in place, high-tech buyers effectively sell themselves. Sales reps then take on a more consultative role, helping prospective customers work through challenging use cases and product questions.
Why is content marketing important?
The world is transitioning to a point where customers are fatigued by irrelevant messaging thrown at them. Content marketing puts the customer at the heart of a brand’s messaging. Rather than spamming customers with advertising-laden messaging, it provides them with valuable content and engages them throughout the customer journey.
The benefits of content marketing
Useful content helps customers navigate their journey from awareness through consideration and beyond. A well-run content marketing program can deliver many benefits for high-tech companies, including:
- Demonstrating credibility by sharing thought leadership on relevant topics
- Improving SEO by highlighting trending topics in the industry
- Sparking curiosity that leads prospects to seek out product demos
- Retaining customers and improving brand loyalty
- Fine-tuning messaging to suit current market conditions
- Decreasing marketing costs to improve ROI
- Retaining customers and building brand loyalty
Content marketing isn’t new, and it’s not slowing down. It all comes down to choosing the right mix of personalized content marketing media that will turn more heads.
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