Brands and companies today are in the process of a major transformation. Content is in the eye of this storm. The third era of Internet has begun. And this wave of change is unprecedented in its scope.
More and more organizations decide to use content in their marketing, which means they drop traditional sales communications in favor of publishing content with relevant information, ideas, and fun that is valued by customers.
According to research by the Content Marketing Institute, 70% of people would rather read an article or a blog post about a company instead of a promotional material.
Publishing brand content allows for a real-time response and for brand personalities to step up in a shorter period of time and at a lower price compared to traditional advertising.
Content is a tool for shaping brands. It is an investment. It helps companies become idea leaders and agents of change.
What are the advantages CM has, compared to other forms of marketing?
CM has no expiration date. Once created it stays on indefinitely. It generates traffic and removes the obstacles to buying;
CM works because it is supported by a brand which has assumed the role of a media;
Using CM you get to know your clients better than by doing surveys and market research.
One of the strongest criticisms against CM is that it does not deliver the promised results. It is true that CM does not possess magical powers and cannot solve all marketing challenges. But it is not the method’s fault that there is too much hype, and enthusiasm often takes precedence over studying the rules, which explains why we are overwhelmed by a wave of mediocre content.
The truth is, if you are doing CM you must to do it well – ergo this training course.