What Is Content Marketing?
Content is king. The maxim is truer than ever before as thousands of competing brands vie to distinguish themselves online. Content marketing is a way of leveraging digital and social media that does not explicitly promote a brand but still stirs interest in the company’s products or services via public channels.
Content marketing is especially crucial for companies that are trying to target Millennials (1981-1995) or Generation Z (1995 to 2015). These generations rely almost fully on digital information and ease of access for their purchasing decisions. These two age groups have 171.1 million people in total, which accounts for a whopping 52 percent of the United States population.
The percent of people who are Millennials or Gen Z is 63 percent worldwide, so the targeting strategy applies in every marketplace.
These two generations are also distinct, but have many similarities, too. For instance, they are tech-savvy, mobile natives. Digital and social media are second languages to them because they have grown up with content as a regular part of their daily interactions.
What Content Your Customers Want
These customers want brands that share their values and provide authentic content. Both Millennials and Generation Z users do not want companies to hard-sell them on products or services. Instead, they are significantly more likely to buy something if a brand forms a meaningful connection with them through genuine content marketing.
The Key Takeaway
The bottom line is that effective content marketing is an essential tool for businesses to survive in the modern internet era. Companies can no longer rely on traditional forms of media, such as commercials and billboards, to bolster the bottom line or attract customers. If you are looking for ways to harness the power of content marketing for your company, our comprehensive guide below covers everything you need to know.