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Content marketing trumps traditional marketing

PIP Social

Solve people’s small problems, and they will come to you with their big problems.


Content marketing is what I like to call nonchalant advertising because your content is so good that people do not even realize your marketing. A better definition of content marketing is: creating free, quality content that engages your company’s “buyer persona(s),” otherwise known as your specific target audience members, and keeps them coming back to your website.

Solve people’s small problems, and they will come to you to solve their larger ones.”

Traditional marketing is the polar-opposite of content marketing because it screams “Buy my product or service!!!!!!!!!!!!!!!!!!!!!!” This is annoying to consumers because they begin to feel as though your company is using them, and they want to use your company, not vice versa.

If content marketing is still mystifying you here is your crash course.

Content Marketing

What is it?

Content Marketing


1. The act of creating engaging content and sharing it through your social networks at no cost to your prospects, who in turn share your content and transform into potential leads.

Examples of content marketing: Blogging, e-blasts, white papers, eBooks, videos, pictures

Who should do it?

Anyone who wants to create a wildly successful marketing campaign.

When should I do it?

As often as possible.

Where does content marketing happen?

Across the Internet whenever someone is researching a product or searching for an answer that relates to your industry’s niche. Consumers often research a product on the Internet before they make a purchase. They are not looking to make an immediate purchase; therefore, a sales pitch is ineffective.

Why don’t more marketers do this?

Simple. It’s time consuming.

How do I write great content?

There are five things to remember when creating killer content.

PIP Social

Here is the five types of content.

  1. Be witty
  2. Educate
  3. Communicate visually
  4. Provide resources
  5. Utilize influencers

Now, you have a type of content for each weekday. To make it easy and keep it consistent for readers, set one of the types of content for the same day each week. For example, for PIP Printing & Marketing’s blog I could transform plain-old Monday into “Mentor Monday” and provide readers with an educational interview every Monday. Creating a series, such as Mentor Monday, would actually also be classified as “utilizing influencers” because the people I am interviewing are most likely well-known experts; therefore, they likely have a large social network that they will share the interview with.

Want to know how your blog (or lack-there-of) stacks up against your competitors? Click here for a free website and social media competitive analysis.

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