“Traditional marketing talks at people. Content marketing talks with them.”
This digital revolution has shifted the balance of power between businesses and consumers.
Customer expectations have changed and they’re now setting the agenda in terms of how they interact with brands, research their options and
make purchasing decisions.
Now that audiences are faced with more choices than ever before, brands need a more sophisticated approach to stand out from the competition
Relevant, consumable content is the new currency to fulfil this by providing tangible added value and a satisfying customer experience.
In other words, content marketing is an inbound technique that focuses on the customer’s needs: the aim is to empower customers to make their own decisions with content that educates, inspires and entertains, rather than taking a pushy,
interruptive, sales-orientated approach.
According to the Content Marketing Association, it’s now the single biggest channel in the marketing mix and an industry worth more than £4bn in the UK alone.
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