{"id":5141,"date":"2015-12-09T09:30:00","date_gmt":"2015-12-09T08:30:00","guid":{"rendered":"http:\/\/visionarymarketing.com\/en\/blog\/?p=5141"},"modified":"2020-03-09T17:20:39","modified_gmt":"2020-03-09T16:20:39","slug":"content-is-the-past-present-and-future-of-marketing","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/en\/2015\/12\/09\/content-is-the-past-present-and-future-of-marketing\/","title":{"rendered":"Content: the past, present and future of marketing"},"content":{"rendered":"

\u2018Content marketing\u2019 is under the spotlight. Blogs and tutorial videos are surging everywhere on the Internet. Some brands are doing it perfectly right: they are telling the right stories to attract and retain new and existing customers. The common belief that \u2018Content marketing is a new concept\u2019 is completely wrong. It has existed for ages. The difference is the impressive exposure posts can get today, with a little marketing effort. In this article, content marketing will take us back in time to tell us its story. <\/em><\/p>\n

The art of content marketing<\/strong><\/h2>\n

Content marketing is an art. The art of educating customers, without selling. The brand accompanies the customer in a continuous way, by delivering information, educating them and making them more intelligent.\u00a0Like every strategy, content marketing has a purpose: enriching customer behaviour in a certain direction, towards a goal.\u00a0In other words, content marketing is based on a constant delivery of information to customers. In return, the brand wins loyalty and sales.
\n

\"Accompanying<\/a>
Accompanying customers – inspired by www.hubspot.com<\/figcaption><\/figure>
\nWe live in a highly visual world: a post that includes a picture, a graph, an infographic gets much more exposure than an \u2018empty\u2019 post. Consumer are more attracted to visual content than text, and thus interact more with it. So when creating a worthy content, enhancing it with visual element is a golden rule.
\nA good content must be relevant. The brand should understand what its target audience finds interesting, appropriate and useful. By doing so, it can be referenced by influencers, and gain a multiplied exposure!<\/p>\n

Content marketing is not new<\/strong><\/h2>\n

As promised, this article will take us back in time.
\n

\"1897_Furrow_Front_Page_1897\"
John Deere – The content marketer<\/figcaption><\/figure>
\nSome believed John Deere to be the original content marketer. In 1985, he started publishing \u2018The Furrow\u2019.<\/a> This magazine was an educational resource for his customers. In it, one could learn how to become a more fruitful farmer. Back in the 19th<\/sup> century, publishing magazines was the only way to transfer content to consumers. The Furrow had 1.5 million copies in circulation in 40 countries.
\n<\/a>
\nAnother name we have all heard: Michelin. A few years after the conception of the Furrow, in 1900, the Michelin guide was created. This guide helped drivers maintain their cars and find travel accommodation. In addition to offering advice and content to consumers, this guide helped the tire manufacturer drive sales, by encouraging consumers to drive and wear out their tires.
\nContent marketing is so powerful it not only drives sales, but also saves companies. Jell-O would not be where it is today without content marketing. In 1904, the plant was on the verge of being sold, before one last strategy was attempted: the distribution of free Jell-O recipe books. This initiative lasted 11 hours and was very effective. By 1906, Jell-O sales were boosted to $1 million.
\nIf we travel back to 2010, we observe that 80% of brands use content marketing and 25% of their budget is spent on it.
\nAll in all, content marketing has always existed, and has always had a huge impact on a company or a brand\u2019s performance<\/em>. It has increased in importance, in power and in exposure. <\/em>
\n\u00a0<\/em>
\n 
\n <\/p>\n","protected":false},"excerpt":{"rendered":"

\u2018Content marketing\u2019 is under the spotlight. Blogs and tutorial videos are surging everywhere on the Internet. Some brands are doing it perfectly right: they are telling the right stories to attract and retain new and existing customers. The common belief that \u2018Content marketing is a new concept\u2019 is completely wrong. It has existed for ages. …<\/p>\n","protected":false},"author":37,"featured_media":10439,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5064],"tags":[],"class_list":["post-5141","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing-en"],"yoast_head":"\nContent: the past, present and future of marketing<\/title>\n<meta name=\"description\" content=\"The common belief that \u2018Content marketing is a new concept\u2019 is wrong. 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