Marketing has changed a lot since the days of broadcast. Generations X and Y get their news and entertainment from their smartphones, their tablets, and their notebook computers. And what’s worse (at least from a marketing perspective), they get this on-demand, watching what they want when they want. Marketers can no longer assume that they are speaking to either a common denominator or a captive audience. Commercials can be skipped over entirely or easily ignored while playing a video game or chatting with a friend on social media. All the more reason why you’ll have to work harder in order to get your message across.
“Content marketing is a marketing technique predicated on the creation and distribution of valuable,relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”