Content Marketing

Content marketing is by all accounts the new kid on the block. But actually this kid has been on the block for a while it’s just that now people are beginning to notice him and he is all cool and trendy. A bit like Michael Cera in Superbad.

The argument for content marketing goes something like this.

Sophisticated and time starved consumers (that’s us by the way) don’t want to be marketed “at”. What they want is help in making decisions about products and services. So rather than pumping out the “buy now” messages we go down the softer more helpful route of “we can help with that and here’s how”.

The “here’s how” bit comes in the form of lots of lovely content about products and services that enable people to make good purchase decisions.

Sorry, but there is really nothing new about that. Good shop assistants have been doing that for years.