Amy O’leary, Editorial Director of Upworthy once said “We are in a street fight for human attention”.
This pithy line says a lot, because in today’s marketing context it’s hard to get the attention and content become more prominent and powerful in gaining the interest of our target audience. Today, customers have many options to ignore irrelevant and disturbing information and filter and consume what they really want. We are living in a fragmented market where marketer needs to identify more targeted approach to trigger the sense of customers with the information.
According to the definition of Content Marketing Institute (CMI), "Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action."
Mainly, content marketing is an art of communicating with your target audience. Just pitching your products information through advertising doesn’t work well, because people always eager to keep creative and informative messages in mind which got their attention. When content marketing really do well, brand communication becomes a relationship which exchange the value rather than becoming an interruption to the audience.
Today marketers need to take content marketing very seriously as clearly defined, relevant and consistent contents make customer more intelligent and educate them so that they know, trust and like the information you share. As a marketer you should fight to get the human attention in an effective way..!!!!
