Smart marketers understand that traditional marketing is becoming less and less effective by the minute, and that there has to be a better way.
Enter content marketing.
But what exactly 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.
Content marketing’s purpose is to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior. It is an ongoing process that is best integrated into your overall marketing strategy, and it focuses on owning media, not renting it.
Basically, content marketing is the art of communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.
And they do. Content marketing is being used by some of the greatest marketing organizations in the world, including P&G, Microsoft, Cisco Systems, and John Deere. It’s also developed and executed by small businesses and one-person shops around the globe. Why? Because it works.
Check out a few samples of Brand Content we're created for clients like you.
BRAND SNAPSHOT: Stein Mart, a boutique-style men’s and women’s department store chain based in Jacksonville, was founded in the early 1900s. Currently, there are more than 266 locations in 29 states, while the company reported $1.26B in sales for the current year.
DOING IT RIGHT: Several factors make Stein Mart unique in the retail sector — 1) A pricing strategy CEO Jay Stein references frequently: “What built this company was values every single day.” 2) A long-standing personal shopper program — “Boutique Ladies” — normally reserved for high-end retailers.
IN SHORT: Stein Mart goes beyond traditional customer service. This test campaign aims at leveraging those tenets.
SWEET SPOT: The “Boutique Ladies” concept is the absolute pinnacle of customer service. It’s white glove and it’s as post industrial as it gets. It connectsbrand to customer in a powerful way that is reflected in Stein Mart’s growth.
CROSSING THE STREAMS: Despite the huge value Stein Mart’s “Boutique Ladies” brings, two new ideas could generate remarkable lift.
One, while the core demographic of a Stein Mart shopper may skew older (45- 65), that customer — the one who wants designer clothes at affordable prices — is always keeping an eye on what the younger generation(s) are wearing. They may not shop at a Forever 21 or an H&M, but they pay attention to those fashions.
Secondly, there is an online world of personal shoppers — “Boutique Web Ladies” — who write voraciously about fashion in blogs and on social media. They show their followers how to shop while often getting free clothes from designers and manufactures in hopes of being featured.
CAMPAIGN FOCUS: Using a local fashion designer — Sally Ann — as a test, a “Boutique Ladies 2.0” campaign modernizes the customer/brand relationship that Jay Stein has masterfully built. This campaign resets a fresh and current approach to engage loyal Stein Mart shoppers while creating relevance for a new demographic.