A great article here from Entrepreneur, investigating the worth of content and asking the question - does it actually bring in customers? Or is it all just a fad, and are we all just too used to the saying 'content is king'?
In fact no, content marketing is hugely important but it's vital that you get it right and go about your strategy in a way that will benefit the user and hopefully convert them into customers. It's means much more than knocking up a quick blog post!
Relationships and trust are two integral factors that can be developed when your content marketing really takes off. Attract consumers with useful content to build upon their trust. Don't just offer fluff, ensure your content offers the consumer something of value! This will enable them to build a blossoming relationship with you/your brand.
Entrepreneur also lists relevancy and interesting content marketing to capture the attention of your audience. Don't wait for them to come to you - push your content out there and deliver interesting reads.
It's all about relevancy and VALUE. Put this in place and your content marketing should fly.
You've heard them before. The taglines of the Milk Processor Education Program and of Nike and M&Ms have penetrated American vernacular, influenced culture and shot product sales through the roof. Such is the power of content.