By Sean Brasher, Vice President of Technology at Intermark Group
Q: What’s the harshest truth when it comes to content marketing?
A: The marketplace for content is just as competitive as the industries that spawn it.
With 25 percent of all marketing dollars now earmarked for content marketing, with more than 400 years of new video posted to YouTube every day and more than 150 million blogs currently online, consumers aren’t exactly starving for new content.
Most of today’s content marketing focuses on how to make your content stand out in this crowd: how to make a headline more provocative, how to help a video go viral or how to use controversial content to draw in viewers.
But for a modest budget there’s a more effective way to draw in viewers: Give them tools masquerading as content.
The basic plan for content marketing remains unchanged.
1) You have expertise in your product area.
2) You share that expertise in a public forum to enhance the appeal of your product.