Who wants to, or better yet who can afford to, spend $4.5 million on any one line item in their marketing budget? But that is the price of a 30 second TV commercial spot during this year’s Super Bowl. It could be argued that it’s less of a football game and more of a game for marketers; it’s the one television event of the year where people tune in and turn up the volume during commercial breaks.
Content marketing is the process of creating valuable, relevant content for the purpose of attracting, acquiring and engaging your audience. While content marketing can be anything your organization creates to share its story, it only qualifies as content marketing if it aims to drive customer action. Today your buyers and customers are thrust into a crowded market filled with marketing messages – up to 2,900 per day. As a result, marketers are challenged by attention scarcity. So how does content marketing help?