As a brand marketer with a large budget that’s used to dealing with big multi-platform media buys, Fortune 500 partners, and conference sponsorships, I’m inspired by how non-profits use social media to drive successful campaigns. Not only do they share their story using a considerably smaller budget than a typical corporate budget, but they engage their audience well. What can brand marketers learn from non-profits about effectively using social media?
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?