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Content Marketing: Why you shouldn’t ignore it

Content marketing is all around us. It’s a tactic utilized by brands large and small, with products and services that greatly vary. Why have so many kinds of brands since the beginning of marketing utilize content marketing? Because it works.


Content marketing is not a traditional form of marketing. It does not advertise a brand’s product or service. To content market effectively, a brand needs to study their audience closely; understand what their audience wants to hear, learn and see. Content marketing is the act of giving customers information that is valuable and relevant to them. They will, in turn, become loyal customers.

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For example, an insurance company may provide weekly newsletters with tips on avoiding issues that can lead to health, property or business risks. These newsletters do not advertise their policies, but give free information that their audience would be interested in and use. Readers will in turn use that company when it’s time for them to get a policy - or they stay loyal to that company for years to come. This is because the brand proved their credibility and their genuine care for their customers.