Marketing communications has changed dramatically in recent years.
Both advertising and public relations have become less effective with the decline of print media and fragmentation of broadcasting.
While both still have a role, content marketing has become the Number 1 way to gain attention and influence.
It works at every stage of the customer lifecycle. When someone’s looking to make a purchase, it’s smart, optimised content that will lead them to your website.
When they then want to compare what your company offers with one of your competitors, content will be the key factor.
And, what’s the best way of turning them into a repeat customer and an advocate? Yes, content.
One other advantage is that content doesn’t expire. It’ll keep driving traffic to your website long after that expensive ad campaign or that positive media coverage has faded from people’s memories.