Content ‘marketing’ is king. Why?

content is king handwritten on chalkboard

We explore what content marketing is.

In a previous post we talked about the benefits of effective product marketing. Content marketing involves a different approach but can still deliver outstanding results for your business. Better still, running both side-by-side can help raise your company’s profile to new levels.

Where product marketing almost always uses a direct approach to promote products or services, content marketing is more about generating quality content on behalf of your business. Rather than a direct sales pitch, the aim is for your potential customers to recognise you as a valuable source of engaging and valuable information.

Ultimately this enables you to build trust and develop lasting relationships. Where a successful product marketing campaign may deliver an immediate sales uplift, content marketing can be viewed as more of a slow burn, with benefits to come further down the line.

One of the most important things to remember is that there is no single right or wrong approach. The needs of every business are different, of course, and in most instances, a strategic mix of the two approaches should work well alongside other marketing tools such as public relations (PR), Social Media Marketing (SMM) and search engine optimisation (SEO) for effective digital campaigns.

According to the Content Marketing Institute (CMI):

‘Content marketing is the strategic marketing approach of creating and distributing valuable, relevant, and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action’

To achieve this objective, the CMI says your content must be:

  • Valuable: This form of marketing is more likely to work when it delivers important information buyers may be searching for. Alternatively, it could provide tips on making their working lives easier or offer guidance on a complex process.
  • Relevant: Sometimes the indirect approach is more valuable, so your content should be shaped by the interests and needs of your audience, rather than by the priorities of your own business.
  • Consistent: It’s exciting when a single piece of content goes viral. But those visitors will only return if you offer something of value on a consistent basis.

Quality content should form the basis of every type of marketing, from email campaigns to social media posts. It improves your PR and boosts your SEO.

HVAC Communications has the experience and insight to deliver a successful content marketing strategy, so please get in touch with the team if you think we can help.

You can also learn more about effective product marketing here.

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