At the heart of this new era of marketing is something called content marketing. Here is a
definition: Content marketing is the marketing and business process for creating and
distributing valuable and compelling content to attract, acquire, and engage a clearly defined
and understood target audience – with the objective of driving profitable customer action.
The idea is to own the conversation around a particular topic, and when the opportunity arises,
promote your own products and services. Since the users already have a relationship with you
via the content and information you are providing, it is a natural extension that they will trust
you with handling their needs.
In this digital era, it is a trivial matter to make text, audio and video viewable by your target
audience via social media channels. It also doesn’t matter if your target lives in Kingston,
Jamaica or Timbuktu, Mali.
Many consumer facing companies have known this for years, but the professional services
industry still hasn’t gotten it. John Deere’s Furrow magazine is the earliest and most successful
example of this approach started in 1895. It features valuable information about agriculture,
best practices, and of course products and services from John Deere.
The Kansas City engineering and consulting firm Burns & McDonnell Engineering produces the
award-winning BenchMark Magazine started in 1913.
Coldwell Banker Jamaica has done an excellent job with KUYA magazine which is targeted
towards high-end real estate buyers around the world.
Another example is Red Bull. They are a media company that happens to sell energy drinks.
Just think of how much money they pour into their Formula 1 racing program and public
stunts/gimmicks they perform (content) to gain the world’s attention and sell (market) their
Coca-Cola recently re-engineered their entire marketing approach around this concept. When
you have some free time, please watch this video from Coca-Cola:
The digital era allows content marketing to be used in a cost-effective way to enhance your
organization’s relationship with relevant individuals. If you would like to start engaging your
target audience in a meaningful way that cuts through the noise of traditional advertising and
marketing, please contact us today!