Marketing Trends, Best Practices, Advice

Influence your way to the top with content marketing!

Tina Hutzelman
Digital Marketing


We know this may seem counterintuitive...

but, content marketing does not overtly promote your products and services. Instead, you connect with your audience and influence customer behavior by creating and sharing relevant information.

The fundamental idea behind content marketing is that when you create value for your customers through trustworthy, expert information, customers will be influenced to purchase from you.

As counterintuitive as it may sound at first, content marketing is actually a very powerful marketing strategy.

So if it's not about overtly selling, what's the point?

The point is that customer behavior has changed dramatically since the internet transformed the way companies conduct business.

>> Today's customers research online before making purchases.

>> Geography no longer poses the limits it used to when conducting business.

>> And, today's customers have a world of companies to purchase from.

When you position yourself as an expert in your industry, you stand a better chance of being listened to, and consequently purchased from.

Content marketing helps you stand out by enabling you to:

>> attract attention and increase brand awareness,

>> build relationships and increase customer loyalty,

>> demonstrate expertise in your industry,

>> influence purchasing behavior and encourage repeat sales.

Examples of Content Markting

>> articles and educational pages on your website,

>> e-newsletters,

>> infographics (graphical elements that are used to explain something),

>> case studies,

>> white papers,

>> e-books,

>> videos.

If you wonder if something is a type of content marketing, remember its purpose.

Content marketing should create value for your customer through relevant, expert, and consistent information.

If you're looking at a piece that directly promotes your products or services, that is NOT content marketing – that is an advertisement. While there is absolutely a time and place for advertisements, they should not be confused with content marketing.

Rather than directly promote a brand, product or service, with content marketing you impart information that makes buyers more intelligent. The theory behind this strategy is that if you consistently provide valuable information that helps your customers, they will reward you with their business and loyalty.

The article above is an example of content marketing.

It does not directly promote Diversified Marketing or our services.

The form and information below is NOT content marketing.

This section lets you know that we offer content marketing services and includes a call-to-action statement that hopefully will prompt you to let us know how we can help.

Want to see how content marketing can work for you?

Then give us a call at 937-454-1984 or fill out the form below.

Fill out my online form.

About Tina Hutzelman

Tina Hutzelman is a marketing professional who helps companies discover their true value - that unique "something" that sets them apart from their competition. For over 20 years, Tina has helped companies tell their stories in a way that is relevant to their customers. One of her favorite questions is "what are you really selling?" She's found that many executives think they are selling the best widget around, when actually they are selling efficiency, shorter time to market, or greater potential for profit. When she's not at work, Tina enjoys spending time with her family and traveling.

Content Marketing Brand Building Customer Focused Communication