Content in context equals conversions squared. Brand awareness is great, but unless you can bank that and use that awareness to buy the kids Christmas presents, focus on content that converts as a starting point. Whether your target audience is B2B or B2C; whether your platform is digital, video, print or audio; focus on blending creative, emotion and science in your content marketing to deliver the best results for your business.
For longer than any of us have been alive, advertising primarily revolved around paying a fee to leverage mass or niche audiences built by publishers and media outlets. To build an audience today, you don’t need a gargantuan printing press or a television studio or five floors of reporters. The barriers to entry to publishing content online are nil, and thus brands are capitalising on the more affordable content delivery systems today to bypass advertising.
There’s a significant trend occurring in retail, and that is the convergence of retail and publishing. Some of the most interesting investments that have occurred in the e-commerce landscape in the past few years have been investments by media companies in e-commerce businesses.
![Content Marketing with Grant Arnott [5 Part eSeries]](https://anthillonline.com/wp-content/uploads/2012/11/content-marketing.jpg)
What are you doing to build traffic, collect leads and make your brand industry famous? Start creating content. It’s the most powerful tool in any marketer’s arsenal. Sign up for the free eSeries below.
Content marketing has filtered into the same marketing department headspace once reserved for advertising, media strategy and database marketing. With search engine traffic holding the key to the fortunes of so many businesses, content marketing is becoming a key competitive battlefield. The explosive growth of social media has further exacerbated the crucial role content plays.
The message now is clear – the days of dodgy SEO practices are over, and the secret to achieving higher Google rankings has been revealed. Want to know that secret? Of course you do. I’m prepared to give it to you now, on Anthill, for free! The secret is…there is no secret.
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