Public Relations & Social Marketing Insight

When we’re building audience archetypes or buying personas, what we’re really doing is trying to get into the heads of our prospective buyers, and figure out how they think, feel, and experience the world....

In fact, both of those words are baked into the definition of content marketing presented by the Content Marketing Institute, “Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.”

The driving principle behind content marketing isn’t really about marketing at all.It’s about producing and distributing information-rich content to your intended buyer to make them better informed about the stuff you sell. The logic goes something like this: If an organization/brand/company delivers valuable information — consistently — to their current and prospective buyer, those buyers will reward said knowledge share with their hard-earned dollars and, perhaps more importantly, their loyalty....