Typically, when people talk about Content Marketing , they think of it as an innovative and novel business strategy. However, content marketing is a strategy that has been around for several decades.
According to the Content Marketing Institute, the first content marketing strategy dates back to 1891, when American businessman August Oeketer decided to market a baking powder for home consumption, accompanied by small recipes on the back of the product packaging. His purpose was to educate consumers about the use and nutritional benefits of his brand. It was so successful in sales that twenty years later, he published a cookbook that became one of the best-selling cookbooks of its time with 19 million copies printed worldwide.
It is clear that Content Marketing is nothing new, however, it can be said that the emergence of the Internet meant a profound democratization and massification of Content Marketing. This is because the Internet allowed any type of company - SMEs and Startups included - the possibility of generating their own content, without having to invest large amounts of resources in this type of strategy.
However, this situation poses a major challenge for brands today. It is undoubtedly becoming increasingly difficult for them to attract the attention of their audiences due to the large number of options available to them at the click of a button.
For this reason, companies like Castleberry Media are betting vp communication officer email list on programs and/or methods based on data and Artificial Intelligence. This is because, through this methodology, brands manage to simplify and automate their internal processes of selection, creation and distribution of content. In this way, their Content Marketing strategies have the desired impact on their audiences.
Creating relevant, quality content for the right audiences is no easy task. On the contrary, it requires brands to follow a scientific and rigorous process, where the choice of topics to be developed is based on the information provided by data on the needs and preferences of audiences.
How to achieve this? You will find the answer in this article.
The Evolution of Content Marketing
Content Marketing: from future to reality
“The television revolution that began half a century ago gave birth to a number of industries, but the real long-term winners were those that used the medium to deliver information and entertainment…So I expect that much of the money to be made on the Internet will be in content.”
This is what Bill Gates wrote in his 1996 op-ed titled “Content is King ,” referring to the approach that marketing strategies should take in the Internet era. And he wasn’t wrong. Today, according to figures from the company HubSpot, 70% of business decision-makers invest in Content Marketing strategies. They know that a good part of consumers prefer to learn about a product through valuable content, rather than through traditional advertising.
For example, according to Impact , “American companies that have a blog, get 126% more lead growth than those that do not have one.” “This, in addition, happens in a context where 77% of Internet users read blogs regularly .” These figures, without a doubt, demonstrate the degree of effectiveness and receptivity that strategies based on Content Marketing have, both in consumers and in the companies themselves.
