Marketers as publishers instead of pushers
Marketing execs have always had the mindset of selling products or services using mainly interruption marketing with advertising, commercial messages through multiple channels. The more money spend the more likelihood of getting attention and promoting the brand or product. The more they pushed the more chance of success.
The challenge of content marketing for marketers is that they need to start thinking as publishers providing interesting and valuable content.
As content has become the currency instead of money, this is quite a change for most marketers: the shift from outbound marketing to inbound marketing.
Findable targeted content
Instead of pushing advertising, commercial messages or any other interruption marketing to potential customers, the roles are now reversed as the potential customer is now in the drivers’ seat:
- The headline and short introduction need to be enough teasing, compelling in order to attract an audience
- The content and information provided should be valuable and interesting enough to keep the interest and attention.
Making the content findable is another challenge besides creating interesting and valuable content, as you can have the best and most interesting content in the world, but if nobody can find it then all the effort and time is wasted.
Marketing the content
Just like advertisements and commercial messages were targeting specific market segments, different pieces of content need to be created in order to target each of the market groups.
Instead of pushing the marketing message to the potential customer, now the potential customer needs to find the specific content and take the time to read or view the content. The created content needs to be marketed !
Are you as marketer ready for content marketing ?
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