If you had the choice to interrupt your customers or to provide them with enriching content which just so happened to capture their attention, which would you choose?
Such is the difference between traditional marketing—billboards, radio spots, television commercials and newspaper ads—and content marketing. Whereas the former aims to grab a hold of the viewer’s attention for a brief moment, the latter seeks to provide the same viewer with multiple forms of valuable content in order to help build and grow a long-term relationship. Traditional marketing is expensive and provides not much more than a distraction. Content marketing offers valuable information and entertainment which lasts longer and can be shared on social networks with ease.
In light of this, it shouldn’t really come as a surprise that businesses are increasingly looking toward upping their content marketing efforts. According to Jonathan Lister, who oversees the North American advertising sales and operations for LinkedIn, 18.9 percent of marketers focused primarily on content marketing in 2012. In 2013, that number has jumped to 34.8 percent. Continue reading “Why Content Marketing Makes Sense”