Marketing in this day and age is nothing like it was in the past. With a wide variety of methods to employ, it can be rather difficult to determine which ones are ideal for achieving your goals. Evolution is what separates humans from other animals, and knowing when and where to use this change affords the ability to operate in any industry. Content marketing is an amalgamation of ways of thinking that direct the focus of marketing interest to the ones who keep the market alive: the audience. To connect with the audience, brands and businesses now need to learn the art of storytelling. By entertaining, informing, and evoking emotional connections, companies have the opportunity to create a stronger tie between the customer and the brand. Words, images, videos – we are all creators and consumers of these forms of content. Blog posts, tweets, status updates, case studies, white papers, and infographics are all just a few examples of content that a brand can incorporate into its overall content marketing strategy. This content helps to engage and captivate the attention of their intended audience – in some cases, even driving the group to convert.

Entertaining, informing, evoking emotional connections, marketing, audience, brands, businesses

Pulizzi, J. (2013). Epic content marketing (pp. 87-93). New York, NY, USA: McGraw-Hill Publishing.‏