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  • Writer's pictureJustin Bunnell

Why we love content marketing

Stop worrying and learn to love content marketing. What is content marketing? Content marketing is when you utilize content such as videos, blogs, and other multimedia to capture the attention of specific demographics. Content marketing is typically not a direct seller of the business’s product, service or mission, but is closely related. This type of marketing is useful, entertaining and it converts audiences into buyers. But, why do we love it?

Love is such a strong word.

Content marketing is genuinely lovable, and that is why it is so powerful. Genuinely lovable? I suppose that needs a little more detail. The keyword is genuine. With the advancement of technology, we all notice that advertisements bombard our daily lives. New platforms like Facebook and Twitter provide advertisers with new opportunities. On top of the development of more television stations and more ways to watch movies and sports, we have even more technology-enabled platforms to explore, such as podcasts and VR. We run the risk of ad fatigue with our clients. Content marketing is a marketing strategy to offset this ad fatigue by providing the audience with beneficial or entertaining content that indirectly sells. In some cases, the content may not sell any product or service. Content marketing creates a value for potential customers.

This shifting of interruptive advertisements to value-driven content is genuinely lovable. I say “genuine” because this content should come from the heart; it should speak through the business or industry from an emotional and human looking glass. It’s not about savings, coupons or features. And, it’s not about comparisons or benefits. But, it’s about the mutual emotional connections and the values that your community shares.

What is love, technically?

Can we teach an advertisement to love? Tapping into the unconscious psychological connections that we make with the industries and communities in which we participate has “meaning” to us personally. A wide variety of factors motivate these “meanings,” such as tradition, satisfaction, or personal connection to the brand or the origins of the brand. Tribal instincts of safety in numbers or recall of mutual positive reinforcement can also contribute to these “meanings.” Do you love a brand because it’s always on sale or because it makes you feel good? Feeling good and positive reinforcement is what we want our customers to feel. Content marketing is a great way to demonstrate and participate in the emotional benefits of your brand, and we love it.

Where to begin?

How can you, as an entrepreneur, business owner, or marketer, begin to build this type of content for your marketing? Honestly, it’s easier than you might think. It’s a lot of work, but it will come naturally to you. It’s all about instincts, planning, and understanding your place in the world. You have to be clearly defined. Who are you? Where do you belong? Understanding your demographics will help you determine what type of content your audience will respond to best. Once you’ve identified the style and class of material best suited to your audience, it’s time to strategize.

Time to get Strategic

Be consistent, be informative, be fun! Creating goals with consistency is essential for effectiveness. Create fresh content that is engaging and appropriate on a schedule with a frequency that isn’t fatiguing, but exciting! It’s a simple concept, but there is a lot of groundwork. An excellent way to get ahead of schedule would be to produce several pieces of content before officially launching the campaign, then slowly releasing it over time. 

Short on time? Consider a media partner.

If you’re super busy and if you’re like the typical entrepreneur, it’s expected that you’re already wearing a bunch of hats. Get yourself a media partner. Similar to us at, you can rely on a producer to move the content along and continue your investment into your content library.

We love content marketing because it’s loveable. It’s engaging and genuine to speak to the emotional benefits of our prospective businesses. Roll up your sleeves, get in there, and start learning who you are, what makes you tick, and find a producer that can help share your story.

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