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By Elvire Gosnold, Director – Blabbermouth

You have probably heard the term ‘conelvire-gosnoldtent marketing’ a lot in the last couple of years (and perhaps you have also heard the famous quote of Bill Gates ‘Content is the King’?) I thought would try and simplify the concept for those of you who were wondering what it actually is and why marketing people keep going on about it!

What differs content marketing from traditional marketing is simply this:


  • Marketing – The division whose task is to market the products and services of the company, so to offer them for sale in a way the buyers perceive the offer as desirable.
  • Content Marketing – The division whose task is to market the information and message of the company, so to offer them for use in a way the users perceive the offer as desirable.

In summary, the magic of the content lies in being desirable. A few examples of content channels include; social networking, micro-blogging, blogs, webinars and infographics. But what is good content?

Your content should be commercially-neutral and beneficial to your audience. It should solve a problem, address a challenge your audience faces, educate them, or engage them emotionally.

Unlike traditional marketing (such as press releases or brochures) your content should avoid being self-promotional. Your customers should be encouraged to use your content when doing their research, so that when they later engage with your sales people your business has the necessary credibility for them to buy with confidence.

The research shows that 82% of all customers feel more positive about a brand after reading custom content while 70% of customers feel closer to a company as a result of content marketing (source: Demand metric).

So, do you feel ready to create some content yet? Just remember, the idea of content marketing is to give your audience what they are interested in.