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We all know communication is exchanging of information. This wasn’t well known by most marketing geniuses until content marketing made way into their lives. By definition any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers is content marketing.

What differs content marketing from various others is that it is not focused at selling.  It is a two way communication with the right audience to spread awareness and making the audience intelligent to choose the best option.

While content marketing is only a small by product of marketing in general, it is most commonly seen as a non-obstructive parallel unit of actual marketing efforts. The results are not instantaneous as this is an on-going effort that the marketer must put to reap the results.

Social media is by far considered the best channel to share content and communicate with prospects. This is due to the echo effect that is caused by click and share.  But what is the benefit derived from the share, or is it just click and forget?

Many recent researches have concluded that there has been a gradual shift in the quality of content towards industry methods, the company and people within the company which is diluting the actual goal/objective of content marketing.


What actually content marketing should provide:

  1. Instead of industry news and trends, focus on how these trends could be used to grow business.
  2. Showing detailed case studies of decision makers and focussing on success stories of customer/company.

Content marketing is one of the best ways to encourage engagement and interaction. To best prepare for times ahead, we must look at newer avenues to deliver/disseminate content.

– Case Studies: it a tremendous resource for back links, but it also pushes you to become a renowned authority in your field.

– Live Events: Content may not always be in text, it is best served at the ease of audience. Why not try hosting an event to share ideas and resources with local businesses and entrepreneurs.

Measure Impact: both in terms of raw numbers as well as in the form of actions occurring after the fact

Get in your customer’s shoes – Think from the customer’s perspective. How can customers derive benefit from what you are sharing and why do they pay attention?

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