By Steve Henke, Founder of Harpeth Marketing.
What is Content Marketing?
As simply as it can be stated, Content Marketing is the creation and sharing (“giving away”) of useful information that will help the reader/viewer to better understand a particular subject and, in doing so, help him or her to do their job better. As an example, for a research firm, that could include providing content with titles like:
- Conducting ethnographic research in the digital age
- How to save time and money with online bulletin boards
- The top 5 trends in innovation research
Notice anything? None of the topics are ‘salesy.’ None of them are internally focused. Content Marketing is about providing genuinely helpful information – the selling opportunities will come later.
Why use it in the MR industry?
Imagine a research buyer looking to find a new research agency. How do you get them to choose your firm?
A key criterion – maybe THE key criterion – is that they want to know that your firm is an expert in the specific area of importance to them… that you have the knowledge and experience necessary to get the job done.
But just saying you’re an expert doesn’t make it so. You have to prove it. And one way to prove it is to share some of your expertise with them in the form of helpful content.