Every day, we are bombarded by advertising. It's
on billboards, television and the Internet, and so many businesses use them to
claim their products and services are the best to the point that consumers have
grown cynical towards advertising and have tuned it out. This is even easier
today when consumers can escape distracting advertisements with the click of
the mouse.
That's why content marketing is becoming more important to bringing consumers
to a brand. Content marketing isn't advertising. Rather, it's quality content
provided by a brand that does not overtly promote. A famous example is the
Jello Cookbooks that the company began publishing over a century ago. These
high quality books gave consumers recipe ideas and created trust in the Jello
brand. Another classic example is the The Furrow magazine
created by John Deere about agricultural issues. The idea is to make available
content associated with a brand - however subtly - that consumers want to
access.
The Internet has opened up many more possibilities for content marketing in the
United States. A high quality blog can showcase a brand's expertise and give it
a distinctive voice. Podcasts can answer consumers' questions about a subject
and leave them with good feelings towards the brand that made it
available.
Content marketing is especially important for small businesses. With the help
of a content marketing agency, a small business can raise its profile and
reputation with a clever blog, useful mobile app and many more.
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