You’ve just heard someone mention “content marketing” and you get the idea you should already know what it is, but you’re too embarrassed to ask anyone. Congratulations, Human Lab is the right place for you.
Content marketing is about information.
In other words, it’s the marketing of a business or brand through the sharing of educational, entertaining, or insightful information that will ultimately help readers improve their lives. This may be in the form of a change in personal behavior or, as most marketers hope, it could be in the form of a purchase decision.
Why Content Marketing?
Every image or perception attached to your brand, whether true or false, holds value. In a digitized world, it’s every company’s job to maximize positive user experiences and reduce customer pain points online.
Content is the mechanism for doing just that.
Through the publication and distribution of authentic, informative marketing assets like blogs, videos, white papers or infographics, you multiply digital touchpoints across every stage of the buyer journey: If someone has a question, they come to you.
That’s why content marketing exists – to serve prospects and customers the most relevant and memorable experience they can find on the web.
It’s not easy, but it works.