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Content Marketing: Does It Increase Brand Awareness?
Rising above the clutter in today’s challenging media environment is crucial — and difficult to attain. One of the most successful strategies is to provide what’s in high demand from editors and publishers: quality formatted content. Whether you are sharing ways to get a building permit or how to make a moist Thanksgiving turkey, there is likely an audience for it.
One way to get your brand in front of the appropriate audiences in a positive way is to offer interesting, relatable content that websites, newspapers, and broadcast news outlets can use. This practice is known as content marketing.
What is content marketing? It’s a simple concept, and I like this definition provided by the Content Marketing Institute:
Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience — with the objective of driving profitable customer action.
In other words, if you’re reading this and sharing it with others, then content marketing is working. According to iMedia, 70 percent of marketers report that content marketing increased their brand awareness. I can tell you that fully 30% of my client prospects say they decided to contact me based on my blog or social media shares. Says a lot…
