Content Marketing is Unnecessary For Businesses With a Death Wish

Imagine for a moment that there are two men in a room. One of them is named advertising. The other is called content marketing. Advertising walks up to you, extends his hand, and says, “You should be my friend because I’m a really great guy.” He tells you his life story. When you try to leave for the bathroom, he blocks your way for 30 seconds. He wants to show you some pictures so that you’ll be his friend.

Content marketing, on the other hand, sits in the far corner of the room, reading your favorite book. The sweet sound of your favorite slow jam escapes his golden Beats. When you finally build up the courage to speak with him, you find that he’s a fountain of valuable information. He has insights on the book that you never considered before. On an impulse, you ask him to be the Godfather to your children. He accepts.

Human Nature

In places like Utah, people are tired of traditional, intrusive advertising. Ad-blockers are becoming ever more prevalent as Americans choose to disregard blatantly promotional messages. This means that even if you invest the time and effort to create a beautiful advertising campaign, few people will see it, and even fewer will respond.

Consumers in Utah don’t want to hear about how wonderful you are. They want to know how you can help them. If you’re relatable and interesting, you won’t have to chase customers down. They’ll come to you.

Crucial Content

For businesses in Utah, content marketing is replacing traditional advertising. Instead of using ads to obstruct content, you’re actually producing the content. You’re the good guy. The enabler. 

Content marketing can be expensive, but it’s usually worth it. If you can identify what sort of material your audience wants, and then publish a lot of it, you’ll find that something interesting happens. You actually develop a relationship with your audience. They start to trust you and depend on you for information. You might not become a godfather, but you will gain customers.

Tanner Wadsworth writes for Fusion 360, an SEO and content marketing agency. They write for many other clients as well. Follow on Twitter