Marketing agencies eventually stumbled on the idea that providing the content users were looking for might be better than interrupting it.   And the term “content marketing” was born.  Supplying useful information proved, unsurprisingly, to be something to which customers responded positively.  Sixty percent of people will be more likely to seek out a product after reading about it.  Seventy percent would rather learn about a company through articles than advertisements.  And they have unprecedented control over how they learn.  They are “informavores”, foraging for information, and if one hunting ground is unproductive, they will move on to the next.  Smart companies are making sure their online properties are richly stocked with desirable prey.

The strategy is paying off.  These companies are saving money with content marketing — its costs are roughly 60 percent lower than traditional marketing.  And they are attracting more customers — approximately three leads for every one generated by traditional marketing, per dollar spent.  Seventy-eight percent of consumers feel like they have “a relationship” with a company after viewing its custom content.  On top of that, search engines absolutely adore content marketing.  They’re in the business of tracking down and serving up the most relevant, useful, engaging content.  Provide that content, and search engines will happily send potential customers your way.  Often when they are most in need of your services or products. 

For the smaller business, without the budget or time or resources to pursue this strategy, it may seem out of reach.  However, there are many affordable ways to enter the arena.  If you use social media, toss in some expert advice or insights of interest to your customers.  You probably have a website; you can add blog content that answers your customers’ questions, establishes your expertise, and builds trust.   All it costs you is time.

And if time is in short supply, you can hire a content creator to craft articles and posts for you.  There are, conservatively, several million to choose from.  The best content creators will often have a background in marketing, and can produce content that is consistent with the personality of your business, contributing to your brand identity.  Prices vary wildly, as does the quality and style of the content, but providers are usually willing to engage in a dialogue with you, and share their ideas, before you spend anything, so finding a good match isn’t necessarily as difficult or expensive as it sounds.  They are content marketers, after all, so they understand the concept of proving their value before asking you for money.  And are surprisingly eager to do so.