Here’s a little pop quiz. What is the purpose of content marketing?
It’s probably clear to anyone that we don’t create content just to fill up space. That’s a gimme.
However, choosing between b and c may be a little trickier. Traditional marketing relied on cold calling and advertising, and the purpose was generally to sell, sell, sell. Content, or inbound, marketing, however, is a response to changes in the way people respond to marketing.
Modern buyers are savvy when it comes to advertising, and they don’t care for it. They live in a world of streaming videos that skip all the commercials and apps that allow you to remove ads from your internet experience altogether.
There’s a solid possibility that a large percentage of your audience never even sees that banner ad you so painstakingly created.
That’s where content marketing comes in. While adblockers are not interested in overt advertising, they are open to receiving other, less intrusive marketing materials from you. Not only are consumers open to alternative content, they actually use it to make decisions.
While the slow demise of traditional marketing may be the beginning of a scary new world for sales and marketing teams, it actually has cost-saving implications for insurance agencies. Content marketing can be created and distributed via social media outlets at prices that are much lower than traditional marketing tactics.
More importantly, content marketing encourages companies to put the focus back where it should be: not on selling to a market but on connecting with clients.
Statistics sources:
Why every business should blog
War of Words: Myth-Busting Social Media, SEO & Content Marketing