Content Marketing might sound like the new kid on the block but it’s something that marketers and salespeople have been doing for years, just under a different guise: Storytelling.

Content in the traditional marketing mix would form part of the overall strategy, delivered across all channels. The crux of the storytelling ultimately leading to the hook that closes the deal.

But the hard sell has lost some favour. Mistrust in brands means a longer time is spent identifying where to make a purchase, even for day to day items.

Thanks to digital marketing reaching out is a relatively low cost, meaning more opportunity to develop brand awareness. Once seen as a ‘nice to do’ exercise, brand awareness is now mission-critical even for SMEs. Increased positive exposure to a brand builds trust eventually leading to new customers.

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