Content marketing is about providing the right information, at the right time, to the right people.
This opens a content gateway between your company and the people who buy your products. This gateway, however, is not one way, but rather a two way portal that breaks down the barriers between your brand and your buyers.
Not all companies want to be this close to their customers, but the old models of top down structuring that puts the brand above the buyer is breaking down and your customers will start to demand more and more that you be in contact with them and be able to respond to what they want from your brand rather than what you think that they want from your brand.
There is no such thing as a generalised customer. Each customer is unique and has a different set of desires and motivations. It may seem scary having to deal with so many different clients, when previously, it may have just been a matter of trying to match services to demographic projections. Content marketing is a way for you to get a better handle on your customers and what it is that they really want rather than what you may have been providing.
The premise of content marketing is that you use your content to create a conversation within a highly targeted interest niche.
The content that you are reading is targeted at people interested in content marketing.
If you are in the building business then then you should be serving content that speaks to your customers. If you build warehouses and factories your content should be aimed and toned to engage a business to business audience. If you are building individual dream homes then your content should seek to engage the business to consumer audience.
The type of business that you are doing should set the tone of how you use content marketing to breakdown the barriers between your brand and your buyers. Business to business content marketing has different needs to business to consumer content marketing. Each individual business has different needs to all others. Content marketing is about creating bespoke content for your specific niche.
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