Today, your audiences or consumers live in an age of information abundance. They're more inundated by marketing messages than ever. ( Marketo, 2014)
As a result, publishing companies or other companies who put content marketing as their strategic marketing approach are challenged by attention scarcity -- the concept that the more messages your audience is forced to filter out, the harder they become to reach. They are challenged to produce and develop good or even great contents that attracts and retain their audiences or consumers.
Great content educates, inspires, and entertains. Great content elevates your brand above those thousands of marketing messages, and becomes the fuel for engagement with your audiences or consumers. (Marketo, 2014)
Great content is the marketing of attraction. It's about being there when consumers need you and seek you out with relevant, educational, helpful, compelling, engaging, and sometimes entertaining information. It's about engaging consumers with the stuff they really want, in a way that serves your brand's purposes and ideals. (Rebecca Lieb, author of Content Marketing "Think Like a Publisher -- How to Use Content to Market Online and in Social Media")
85% consumers trust solution that use ads and sponsored content to share information or help address a need. Nothing builds trusts and engagement like content that solves problems -- both large and small. (Marketo, 2014)
There are many ways for companies in order to publish a great contents. One of them is a marketing consulting column or page on your content publication. A marketing consulting column or page will be a nice-to-have and be a great content to serve up to your audiences or consumers.
Why?
Because they are educating and inspiring through the consultation they give. For example, it will help your audiences or consumers to develop a marketing plan for their businesses; or it helps them to better grow their businesses through marketing tips and tricks; and so forth.
A consulting column or page will give the brands benefits in a variety of ways :
a. It creates preference for your brand.
If our recipients regularly read the contents which we provide, then in their eyes we are the experts and innovators of the industry. This is often decisive when it comes to a purchasing decision.
Educating and inspiring content creates preference. It makes you a trusted source of information and education and strengthened the relationship whenever your content educates, inspires, or helps your audiences or consumers.