Content

Content is what drives the marketing funnel. From generating high-level awareness to demand generation, marketing content is that item of value that customers are willing to open and read in exchange for providing their contact information. Marketing content must have perceived value for the customer. With a carefully designed content marketing plan, content can lead or nurture a contact through the marketing funnel from awareness to consideration, conversion, and eventually to retention. Without good content, marketing is like a car without an engine.  

 

Marketing content is the information and experiences directed toward an end-user or audience. It is purposeful. For content to be meaningful and impactful for your audience, it needs to be designed to meet your audience's needs.  Content should inspire and encourage your audience to interact with your brand. It should raise the overall profile and brand of your company. For example, if you are a technology company, you want your content to reflect your technical expertise and engage your audience.

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Content can be delivered via many different media types, including the Internet, radio, smartphones, audio CDs, books, e-books, magazines, and live events, such as speeches, conferences, and webinars. No doubt, as time moves forward, new channels and means by which content can be delivered will evolve. 

 

For marketers, it’s essential to keep up with the latest trends and meet customers where they like to hang out and consume and engage with content.