Content Marketing is not just a buzzword. It's the engine that now drives marketing today. Think about the most simple definition of marketing: delivering of the right message to the right person at the right time through the right medium.
Catchphrases are out and remarkable content is in
The right message is integral to great marketing and no longer will sound-bytes and catchphrases work. People block them out with their answering machines, DVRs, AdBlockers, and SPAM folders. People don’t want a sales-pitch right way, they want great content.
The right message is remarkable content. Content that helps people solve their problems, make decisions, and learn more about the topics they are interested in. The message has taken shape in the form of blogs, infographics, videos, webinars, eBooks, Social Media and much more.
Your marketing won’t survive anymore if it is just sales-pitch statements and catchphrases. You have to start creating remarkable content.
Buyers are in control and they want content
The reason for this is buyers are in control now and they have the most powerful tool to do their research and purchasing, the Interwebs.
Your potential customers are on the web looking for content to consume right now. If you don’t believe hopefully this stat will convince you, there are now 3.5 Billion searches per day. Meaning the businesses that are creating the remarkable content are the ones that people are being to trust and ultimately purchase from. They are the ones who are winning.
Your medium will affect your message
All the content that people are consuming online is found on websites. So if you are a business today and want to create remarkable content than you need to have a great website. It’s that simple.
The message and the medium are intrinsically tied together. Why is this? People have the ability to consume content on any device anywhere at anytime. Just this year internet traffic on mobile devices surpassed desktop. If your website doesn’t allow people to consume content on their terms, then you're not getting the most out of the time you're spending on creating content. And you're ultimately missing out potential customers.
P.S. Your competitors probably have a website that enables them to feed content to their potential customers. If they don’t, you can gain a competitive advantage.