THE POWER OF CONTENT MARKETING TO INFLUENCERS
WHAT IS CONTENT MARKETING?
"Content marketing 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."
According to the Content Marketing Institute a majority of large consumer brands are engaged in some form of content marketing. Why? Because it works.
So what is it?
This is a very common question. Most people encounter content marketing every day. Giving an example is probably the best way to define it. I recently overheard a marketer describing it to a friend.
"My husband told me about a newsletter that covers trends affecting financial markets. He looks forward to receiving it each day. He explained that the newsletters didn’t have anything to do with the funds the broker was selling, but the information was solid and valuable – and it was useful research for the investments he makes."
That’s content marketing, – content marketing is educational but is not about the products the company sells. The vendor offers such good information that you become loyal to the brand.
THE NEW HOME CONSTRUCTION INFLUENCER
"A single interaction with a home owner could create a new long-term relationship for you with that builder."
It's natural for home product manufactures to focus on the builder in the new home construction space. After all, isn't it the builder who is going to write the check? Well....yes....and no. At the end of the day the builder has to sell his product to a home owner.
Because the builder needs to sell the house he must pay very close attention to what his buyers desire. This dynamic makes the home owner the most important influencer in the new home construction materials market.
Imagine a prospective home owner approaching a builder and asking that your product be included in the build. A smart builder would not only include your product in that build but also take a very close look at your products for other builds in the future. A single interaction with a home owner could create a new long-term relationship for you with that builder.
A CASE STUDY
"By providing the buyer with information we have helped the buyer on his way to building a dream home for their family. Along the way we, introduced them to a quality product, gained the attention of a new builder and made a sale."