So if content marketing has been around forever, why is it suddenly such a big deal?
The first reason is the decline in the effectiveness of traditional marketing methods. Advertising has been around for nearly 100 years, and these days, quite frankly, we’re just not that into it. By now we’ve seen and heard every slick, glitzy, high-production-value trick in the book, and we’ve had it up to here with the manipulation. No, to attract, engage, and close the deal with today’s customer, you can’t rely on the old dog-and-pony show. Give them real content that’s useful, entertaining—or, ideally, both—and you just might have a customer for life.
The second reason is the rise of the Internet. We go to the Web for everything from job listings to in-depth medical information to videos of cats riding tricycles. Sometimes our mission involves a long, tedious, drawn-out search—but when we find what we’re looking for, we’re happy. Really, really happy. And the person or company who delivered this holy grail into our anxious little hands earns a special place in that corner of memory where we store VIIPs (Very Important Information Providers).