Just back from a two weeks business trip to the US and UK. I met friends and colleagues and spent time trying to figuring out how online marketing can support better their business goals.
Aside from the great time we had, there is something that became, day after day more and more clear to me: the meaning of content nowadays. Here my conclusion:
Business today is all about creating relationships through content.
And this mean much more that what just “content marketing” is supposed to be.
The days of interruption marketing are gone. We agree on that, correct?
The more I discussed with my friends and colleagues WHO our best customers are, HOW they are discovering our company and products, WHY they are buying and are happy about us… the more became clear that CONTENT is the New Marketing.
So, here a few questions.
- Where are your best customers?
- How can you be useful to them beyond your products?
- What content can you create to be relevant and useful to them?
- How can you get that content in front of them at the right time?
- How can you make that content easily shareable?
- Etc. (You get the point)
There are dozens of great examples of how this is happening and is going to happen in the future: an immersive experience on a magazine your are reading on your iPad and click, you buy what a celebrity is wearing or you get to discover a new company while playing a video game, etc.
Bottom line: now it’s the time where business grow through extremely relevant content to a very specific type of customer.