Section $4$: Content Marketing

Definition: Creating media content that engages potential customers and has commercial benefits.

Examples:

Michelin Guide: Indirect promotion by encouraging travel and tire use.Hasbro's Transformers: Direct content $($cartoons$)$ to boost toy sales.

Principles of Content Marketing

Appeal First: Content must be valuable and engaging beyond its commercial purpose.

SEO Connection: Good content starts with keyword research to align with user interests.

Example: Gillette$$s Beard Guide ranks high in searches while promoting their products subtly but effectively.

Content Distribution Strategies

SEO Optimization: Tailor content for specific high$-$volume searches.

Email Marketing: Offer valuable content $($e$.$g$.,$ white papers$)$ in exchange for email addresses.

Paid Exposure: Advertised stories on blogs can appear as organic content.

Social Media Optimization: Aim to create shareable, viral content, though results are unpredictable.

Conversion through Content

Subtlety in Sales: Avoid aggressive sales tactics in content; focus on building trust.

Examples:

Gillette: Combines helpful content with direct product promotion.American Express Business Class: Offers valuable content for small businesses with minimal overt branding.