Content Marketing Is The Process Of Promoting A Business

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Introduction Content marketing is the process of promoting a business or brand indirectly and directly through value-added text, video, or audio content both online and/or offline. It can come in long-form (such as blogs, articles, e-books, etc), short-form (such as social media updates like Twitter, Facebook, images, etc), or conversational-form (for example, sharing great content via Twitter or participating in an active discussion via blog comments or through an online forum). Basically, the idea behind the phenomenon is to engage the potential customer with the information they want to hear, at the place they want to talk about it; thus it means as a marketer, one has to engage with the right customer, with the right information, at…show more content…
Some organisations believe it is just a single departments responsibility to create content; whereas, it has to be a joint work of all the divisions, like communications, social media and public relations. Organisations need to realise that content creation cannot be categorised as a single division 's responsibility. "If content (and brand) aren’t aligned across a panoply of paid, owned and earned media channels, they risk consumers not recognizing the brand, voice, message or product as they flit across media, channels, screens and devices". With exactly the right content strategy, a business can engage with its customer, creating a lasting relationship between the customer and the brand itself; thus generating leads and help sales. Case Study: Gatorade Background The Gatorade Company Inc. is a manufacturer of sports themed beverage and food products, built around its signature line of sports drinks. Gatorade is currently owned by PepsiCo and is distributed in over 80 countries worldwide. The beverage was first developed in 1965 by a team of researchers at the University of Florida, when the school 's Gators Football team started to lose their energy while training and the actual match that they lost. The school 's researchers found out that the players were losing a lot of sweat due to exercising and training in the summer heat and their body was not
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