Everyone is unique, everyone needs something

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The so-called "emotional economy" is currently gaining momentum: they sell not a product or a service, but an emotion, a feeling, an image. In addition, there is an emphasis on individuality. exclusively their own, something that suits them personally. Advertising does not cope with the tasks of transmitting such meanings, which is why such a concept as content marketing has appeared.

Content marketing uses content that is aimed at communicating with a specific audience, to give them a sense of involvement, empathy, acceptance, that the brand is reaching out to them personally and for free. That is why in MAED courses, teachers talk a lot about USEFUL content. This creates at least trust in the brand, and at most - affection.

Paid advertising works to attract a cold audience. And then His Majesty the content modestly comes into play. It increases awareness, teaches how to properly interact with the product, convinces of usa email list the correctness of the choice. From advertising, people come to the channels to which advertising leads them, and here they look at the content.

Does advertising work for warm (familiar with the brand) clients? Yes, as a warming factor. But at the last stages, advertising is practically no longer needed, where personal relationships with the client are established: mailing or chat bot in a messenger (content), constant reading of a blog (content), viewing social networks if subscribed to them (content), watching interesting videos on a YouTube channel (content).

Thus, a striking example of brand promotion through content marketing is the strategy of HubSpot, a platform for marketing and sales automation. The company was one of the first to use content marketing to promote its products. With the help of content, HubSpot guides clients through the sales funnel: