“Content is King” – a phrase used in the publishing industry for years. Now, is it more true than ever. As traditional marketing is becomes less and less effective …i.e. a DVR allows the consumer to skip the advertising or a smart device plays music so you don’t listen to the radio, you need to work harder to attract and retain customers.
Content management’s purpose is to attract and retain customers by consistently creating and broadcasting relevant content. The main intention of the content is to change or enhance your potential customer’s behavior. This does not happen overnight…the process is integrated into your marketing strategy and repeated regularly with various kinds of content (video, blog post, white paper). It is an art-form because you are communicating and educating without selling. The principle of content management is that if you deliver consistent, valuable information to buyers then you earn trust and are rewarded with business.