Thursday, July 23, 2015 9:00:00 AM

Useful content should be at the core of your 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.

The Goal

Content marketing’s purpose is to produce and share relevant free content to appeal to prospects and develop them into customers and loyal clientele. The type of content you create should be closely related to the type of business you are in; so that you are educating consumers who will in turn get to know, like and trust you in a way that will lead to them engaging in business with you.

The Approach

Basically, content marketing is a form of marketing that is actually useful to the end consumer. While traditional ad campaigns take a more aggressive approach that interrupt the consumer, content marketing takes a softer approach by providing people with worthwhile content that they will want to engage with. That information can come in the form of an article, video, or infographic and it focuses on topics that interest the consumer based on their needs as they relate to your brand. The essence of a content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they’ll ultimately reward us with their business and loyalty. And they do.

It works

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 automotive dealerships around the globe. Why? Because it works. Make your profile in the LA Times’ SoCal’s Notable Auto Dealers publication part of your dealership’s content strategy. And if you don’t have a content strategy – let this be your first step towards one!

Contact the LA Times to find out how we can connect your brand with your desired audience through this custom content opportunity.

Sources: Content Marketing Institute: “What is Content Marketing?”; Copy Blogger, “How to Build an Audience that Builds Your Business”; Content Standard by Skyword, December, 2014

Categories: Automotive

Tags: Automotive, Content Marketing