Broadly speaking, content marketing is state of the art marketing approach to deliver valuable and relevant content to a particular audience, engaging and attractive enough to drive the consumer to desirable actions

1. What is Content Marketing?
The AdCode
A Digital Marketing Solution

2. There has been a lot of buzz around content marketing recently and almost every
organization big or small is talking about it. Every other job vacancy is revolving
around ‘content’ and is expected to grow exponentially.
As assessed, content marketing costs 65% lesser and delivers 3x when compared to
other prospects.
This is the reason ‘Content Marketing is set to be an industry worth $412.88
Billion by 2021’. Big players like P&G, Cisco, Microsoft etc. are investing great
deals in content development.
Having said that, the big question arrives,
What is Content Marketing?
“Broadly speaking, content marketing is state of the art marketing approach to
deliver valuable and relevant content to a particular audience, engaging and
attractive enough to drive the consumer to desirable actions.”
In a nutshell, rather than chasing the buyer for business, you provide information to
the buyer and make him more informed about the services or products one has to
offer.
This can be in the form of “FAQs” or as a guide “how to install so and so product
you recently bought” etc.
This approach has been a boon for businesses as it.
Saves the company’s efforts to let’s say, arrange a call to the buyer and explain to
him how to go about the new product.
Reduces cost Makes the buyer more informed

3. Why Content Marketing?
Well, this sector is very slow-paced as it takes a lot of time to climb up the Search
Engine
Ranking ladder and to show actual results plus there has been a lot of ambiguity
about it being a boon or bane. In the mid-2010s when mobile phones were reaching
masses and internet usage began to climb exponentially, internet started to impact
people’s buying behaviour and
not constrained to that, it also started to become a deciding factor about what to
buy.
Urban consumers are using internet for almost everything
A) Information and news
B) Education
C) Entertainment

4. D) Shopping etc.
Thus, content marketing has seen explosive growth. Rather than confining
themselves to a certain type of niche, people are buying everything one can think
of, from personal care products to home-furnishings to business machinery to
ticketing to everything.
Reasons for Content Marketing:
Informed buyer- one of the prime reasons to provide content is to enable the buyer
to behave in an informed manner. This has reasons, companies have a lot to offer,
most of the products are built around “it’s better” and for rapid adoption, one has to
have a mindset of audience that is open to change and to explore.
For eg- Before the introduction of smartwatches, there wasn’t even a need of it as
well but the ground for it was being prepared (we’ll discuss it shortly). But since it
emerged, it opened the gates to numerous

5. businesses. It monitors sleeping patterns so the mattress industry has the
opportunity, it monitors health so the F&B and sports industry gained the
edge, so on and so forth.
Influence- Internet creates buzz around the minds of consumers in regard to their
likes and dislikes. Like Apple Inc. has been able to earn the title of “Brand
Statement” in the eyes of people, earlier when phones from prominent brands were
introduced they wouldn’t sell even 10% of what Apple is able to sell today, like
BlackBerry Porsche Design back then would much lesser than today’s iPhones but
no one dared to buy them.
iPhone is expensive and is positioned in a manner that only ‘rich’ use it, has earned
it such stature in the market.
Creating ground- Companies plan in advance about what they are about to offer
and start to build an audience around it. Like Marvel, back in the days introduced
its comics to boys aged between 5 and 12 and within a short time, they were able to
assess that at least 2 in every group of 5 boys owned some Marvel Toy.
So the aim was to sell toys but the ground for it was prepared prior.
Cost-effective- Do it yourself (DIY) has become the new norm for the industry, as
it on the part of the company helps them to save a lot of money.
Making a video tutorial on YouTube or giving a picture representation article
allows the buyer not only to understand the processing of the product better but
also enables him to engage in the product so much so that in case anything goes
bad, prior to seeking customer support they step forward to troubleshoot
themselves.