Content Marketing

Content Marketing
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Content Marketing
Content marketing has become very popular and more marketers are creating content to reach their target audience. As Ahmad (2017) reveals, more companies are using content marketing as a way of boosting their brand messaging by creating original content. The implications of content marketing to digital marketers are great. This paper discusses those implications as well as why content is now being viewed as a commodity and as a way of creating value for consumers.
Content marketing has affected digital marketing. It has become a way in which digital marketers create awareness about a brand and its products. Through content marketing, companies are generating leads at a lower cost compared to other approaches of marketing such as advertising (Chan, 2016). Gary Vaynerchuk also reveals that content marketing has allowed marketers to build a community of people who are interested in the product (The Daily, 2012). Digital marketers can engage with this community by offering them content that is of value, sometimes customized, to meet the needs of the individuals in the community. Content marketing has also influenced how digital marketers target their audience. Different content is being created for buyers at different stages of the buyers’ journey.
In his video, Gary Vaynerchuk posits that content is a commodity. What he means by this is that content has value for both marketers and consumers. He shares that there is a lot of content being produced for consumers who have a very short concentration span (The Daily, 2012). If there is nothing special about the content created, consumers will forget it as soon as they move on to the next post. This sounds like most commodities that are produced in large quantities and for them to appeal to consumers, they have to be unique. Companies usually use differentiation to make their commodities special and appealing to consumers. Similarly, companies have to c...