The Furrow helps John Deere connect with farmers. Content marketing can help brands interact with their audiences, and in 2019, an engaged, addressable database is one of the most valuable assets any company can have. “I love the art of advertising and the classic art of direct marketing, but it is different from content marketing,” says Robert Rose , founder and chief strategy officer of The Content Advisory , the consulting arm of Content Marketing Institute. The job of marketing is to generate demand for what you are selling. Good marketing generates interested visitors who become shoppers, and then hopefully customers and then ideally advocates advocates. Success is measured, of course, by cost per acquisition, cost per lead, cost per customer or cost per thousand. “It’s about how efficient we can be,” he says. “it’s a fascinating model and its not going away. But content marketing is a different model.” Content marketing is about bringing people into your sphere of influence, and turning your anticipated audience into your engaged audience. Those who are engaged will do things in a greater force to serve your business needs, says Rose, who was a keynote speaker at LeadsCon Las Vegas . Engaged audiences can then be turned into addressable audiences such as podcast listeners and Twitter followers. Then, a modeled audience is even more valuable still, because you can measure your audience against your![]()
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