Content marketing has its supporters but some of them, in their zeal to describe its benefits, may be over-selling it. It is not a magic bullet, and it is not the only marketing strategy you should ever consider.
There are lots of hidden benefits to content marketing but one criticism centres on the fact that its ROI comes in the form of increased engagement with target audiences, as opposed to dramatic sales figures.
Behind content marketing is the concept of pre-qualifying opportunities by building up a dialogue with them using content
While it does represent one strand of what should be a holistic marketing approach, it also has a unique quality in its ability to harness third party authority in pursuit of prospects.
The Means of Delivering Content
One of the key aspects of content marketing is the means of delivering it. Plenty of businesses write and distribute blogs designed to attract targeted visitors to websites and landing pages.
However, one of the most powerful forms of content is third party. It marks the difference between you doing the talking and you being talked about.
If content is presented in the form of a third-party article, blog or news story, it adds authority and credibility to the subject, and it has the potential to attract a wider audience
This brings added value, because along with a target audience, third-party content can attract interest from places you might not have anticipated.
Attracting Interest with High Visibility
While it’s true that, in part, content marketing is about devising means of attracting interest from target markets, it has other benefits in reaching further afield.
Earlier this year, we highlighted the growing debate on what should, or could, replace the current business rates system, which many see as deeply flawed.
Our article, on the alternatives to business rates, featured Paul Giness from The Beattie Partnership and was published in our Property Aspects Magazine. The article caught the attention of contacts in both the Houses of Parliament and the Irish Government.
This is one of numerous occasions where our content has brought visibility to tangential links, and helped to crystallise connections.
Done well, content has a wide reach, and the potential to help you make powerful, and profitable, inroads into markets which might otherwise be closed to you.
To discover how you can generate opportunities, using third party content, please contact us.