Long gone are the days that marketers are able to simply focus on features and basic needs of consumers. Sure those still work, but rarely do consumers give marketers the attention to those ads. Therefore, marketers now engage in…

Content Marketing, which according to the Content Marketing Institute,
“is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience – and, ultimately, to drive profitable customer action.”

Which many brands have hastily picked up already, but one in particular that I would like to put on the spotlight is HootSuite. In regards to content marketing, HootSuite does a great job in stirring the focus away from directly selling its social media management system, but rather seeks to provide the value that its target consumers are looking for – how to become better social media experts. Of course, HootSuite weaves its product and services into the articles and up-sells its product as an complimentary enabling tool to that tips and insights that the brand provides.

By following this type of content marketing strategy, HootSuite is able to attract readers and viewers that might not be currently at the stage of purchasing a social media management system, but then aims to retain them by providing the valuable and relevant content. When the time arises for this viewers and readers to choose a system, HootSuite aims to be at the top of the list and attain conversion.

Further Readings:
– What is Content Marketing, Really?
– How to Create A Content Marketing Strategy: A Walkthrough
– 5 Tech Companies That Get Content Marketing Right