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Content Marketing and Regulated Industries – Does it Work?

In a previous post, I talked about customers being accidental content consumers. The point being that consumers visit a business website when they need a specific solution, not because they're looking to read the company blog. This is more true in regulated industries than anywhere else. Consumers visit these websites (e.g. healthcare, financial) when they have a specific problem (sudden illness, financial crisis etc). Even then, they're likely to browse several sites in search of answers before deciding to go with a particular solution. So what kind of content do consumers want in regulated industry websites? Valuable information Consumers want answers to their questions. They want information that will help them solve a health problem, a financial crisis, or other information that will help to improve their … [Read more...]

How Smart Content Solves the Engagement Problem

A recent study by Content Marketing Institute and MarketingProfs, revealed that content marketing acceptance and usage is high across all industries, with no single industry reporting less than 70% adoption. And yet just like in previous years, marketers continue to lament that their number one challenge is creating relevant and engaging content. Why is engagement still a problem? Well let's look at it from the consumers point of view. If you think about it, customers are accidental content consumers. They don't visit a business website merely for their reading pleasure. They're there to buy, to get product information or for support. If they happen to encounter relevant, or engaging content while they're at it, then that becomes additional information that helps to support their buying decision. The funny thing is that smart content … [Read more...]