Content marketing is one of the most important sub-fields of digital marketing.
Of course, we must emphasize that despite the youthfulness of the term content marketing, the use of the content for marketing is not new, and examples can be found even in the time of the invention of the Gutenberg printing press and before.
But with the development of digital technology and increasing access to information technology achievements, content marketing emerged as a powerful tool and a specialized field and was able to occupy a special place among digital activists.
Content marketing is a process in a business that produces compelling and compelling content and distributes it to attract, attract, and engage a specific target audience, with the goal of motivating customers to take profitable action.
Reduce the cost of publishing content
Today, any person or business can easily become a Publisher, and it can be said that the most important cost required for this work is just time.
Setting up an account on social networks is free.
Setting up a website, while not costly, is much cheaper than renting out traditional media (such as radio, television, magazines, and billboards).
It can be said that if ten years ago you were producing a one-minute promotional video about your business and you wanted hundreds of thousands of people to see it, today you can show the same clip for the same hundred thousand people at a much lower cost.
We are talking here about the cost of publishing and distributing content, not the cost of producing content.
Increase Internet access
Accessing and using content requires access to the Internet, computers, mobile phones, and other digital communication tools.
In recent decades, few people have had access to digital space. As a result, digital marketing tools faced a serious structural constraint.
If you did not create a TV teaser for your product or business and did not publish ads in popular newspapers, content with the web would mean being satisfied with a very small portion of the target market.
Today, the situation is reversed and in many products and industries, with the exception of the web, mobile and social networks, you lose only a small part of the target market.
Increase customer share
This is one of the most common topics in marketing management.
Today’s customer, due to the competitiveness of many industries, wants to have more control over the product purchasing process compared to traditional old customers.
This further information is not limited to the specifications and features of the product but even goes back to the production process.
These days, it is important for many women that their cosmetics are not tested on animals in the production process.
For clothing customers, it is important that the products they buy are not made by young children.
Even in choosing between products with close competition, social responsibility and the way businesses plan in society are taken into account.
The amount and variety of information that the customer considers (or at least is interested in) in making decisions is much greater than in the past, and content marketing can be a good tool to meet these needs.
If you would like to learn more about this topic, we suggest you read the Marketing Evolution lesson.
Increasing the cost of traditional media
In recent decades, many traditional media outlets have become more expensive.
At the same time, their effectiveness has declined due to the proliferation of new media, or at least it can be said with certainty that they have a smaller market share.
On the other hand, the cost of renting traditional media has not declined and, like many other services, has grown.
Thus, while the traditional media is gradually receiving a smaller share of the audience cake, they have not (or have not been able) to accept their declining influence and, incidentally, have increased their costs in line with the general economic conditions of society.
It is natural that in this situation, content marketing as a cheap, effective, traceable tool and with a large audience, has become doubly attractive.