Why Content Marketing?

Lets Face it! We all as consumers have either been turned off or just simply shut off traditional forms of marketing. Yes, they have their place but we have become quite good at surfing the web and avoiding ads, have video on demand subscriptions like Netflix and if it isn’t a direct interest we avoid magazine ads as well as many others. May I reiterate, these do still have their place with constant bombardment and subconscious targeting, but in this article we want to highlight one of the new forms of advertising which is still quite new to the Caribbean region and one form which we at NuArtillery endorse is the advent of content marketing.

So what is Content marketing? Without going into long definitions we have some quotes to basically explain the concept, which to be honest isn’t even remotely farfetched, and you wonder why don’t we as a region utilize it more.

“Content marketing is the process of developing, publishing, and distributing useful information that engages prospective customers and propels them toward purchase.”
Anne Murphy, Director of Marketing Content, Kapost

“Content Marketing is creating or curating non-product content — be it informational, educational, entertaining, etc — and publishing it to contact points with customers to get their attention, to focus on the topic around your solution, and pull them closer to learning more about you.”
Sam Decker, Co-Founder & Executive Chairman, Clearhead

“Content marketing is about delivering the content your audience is seeking in all the places they are searching for it. It is the effective combination of created, curated and syndicated content.”
Michael Brenner, CEO, Marketing Insider Group

And my personal favorite,

“Traditional marketing and advertising is telling the world you’re a rock star. Content Marketing is showing the world that you are one.”
Robert Rose, Chief Strategy Officer, Content Marketing Institute

Whilst we offer existing advertising solutions to our clients and the industry at large, we tend to try to steer our clients in the direction of content marketing versus traditional means for increased impact for their products and more so their brands.

A couple months ago, the West Indies Cricket team won the T20 world cup and with it came the infamous Champion dance by Dwayne ‘DJ’ Bravo. Naturally, everyone wanted in on the craze, we created a video for the Maritime Financial Group, obviously not a sports team, who wanted to get in on the craze and it went viral, just as an example of how content marketing helps develop brand awareness reach new customers and develop brand loyalty and customer retention. See video above, if you haven’t already, its quite hilarious and fun.