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The most popular trend doing rounds is the importance content marketing. There are unlimited blog posts and it seems that people are hurling this terminology all too frequently. So what exactly is content marketing and why the sudden popularity of the process? An online encyclopedia defines the process as the “umbrella term” that encircles all the necessary marketing formats that engages in the creation and sharing of content. This is done with the objective of connecting with the potential customers. The underlying principle behind this method, is the production of superior quality information that can be shared to the prospects and which would be affecting the bottom line of the business. Another definition by Jason Falls, the author of the book Social Media Examiner states that the process utilizes content like articles, press releases, blogs, manuals, white papers, tweets, pod casts, and posts to enthuse a target prospect. The process helps in holding the attention of the customer and enables the business to present call to action themes within it. The author of the book Mass Relevance, Sam Decker, described the process in terms of the digital marketing. The idea behind the entire process is creating the content and publishing in the contact points of the customer base to excite them. It focuses on topics that would represent the business and facilitates promoting the details of the business. From this, two basic objectives of the process can be inferred. These are as follows. Firstly, publication of superior quality and non-product based content and secondly, to use the same platform to establish relationship with the customers. Most of the content advertising process sticks to standard formats. Of these, the most commonly available are whitepapers, case studies, manifestos, ebooks, infographics, videos and blog posts. Distributing the same in proper channels helps in establishing the relationship with the customer. This method helps in creating a brand presence and improves the customer’s perception towards the business. However, it may sound disappointing, but this procedure is not a new market innovation. It works on the same principles as that of the website, it helps in forming strong connection with the prospective customers. Its recent popularity can be attributed to the recent algorithm changes in the major search engines. It is an already established fact that the procedure works, but the same results could be achieved with easier grey hat techniques. So, most marketers started doubting the process and the time and money invested in it. When the same results could be achieved with easier methods, then why invest energy here? However, most webmasters decided to lose the corners. Especially with the 2012 rampant changes of the search engine algorithms it was necessary to use white hat methods. It therefore gained sudden popularity as the procedure ensured both quality business results and protection from other major search engine changes. If still in doubt about the benefits of the process, and doubting about its gullibility, a check on the best SEO companies in India will provide the results. These websites also offers tutorials on the steps to be followed to attain success in these campaigns. Content marketing is not a strenuous, inaccessible part of marketing. However, the focus should be in providing the relevant quality pieces that would attain the desired objective. With the appropriate strategies, one can achieve the desired results, gain a brand presence and engage the customers. These are the reasons that this method should be applied. Author Bio: Steven Brown understands the importance of content marketing. He also acknowledges that the recent changes in the algorithms of the search engines that have led to their sudden popularity. Now, most SEO companies in India or search engine optimization companies use this principle to attain success and create a brand presence.
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