What is Content Marketing and How Can it Help Us?

Content marketing is, in a nutshell, developing free educational content (like a blog, article, video) that helps consumers, without any ask or sell involved. It’s just free, high quality content – plain and simple.

It’s a different method of marketing from direct asks (“Check our our awesome product, and buy it here!”) or more overt sales (“Here are some tips for keeping your computer running fast, and we won’t say it directly, but we do offer a service to tune up your computer so that you don’t have to worry about it!”). Content marketing is intended to build a connection and trust with the consumer. They learn something from your free content, and they have a strong impression of your brand. Then maybe they check out your website and see what you offer, and perhaps become a customer.

How can this help us? Well as Aubrey Bergauer, Executive Director of the California Symphony points out in this excellent article, musicians have a lot of stories to tell about our composers, their works, performers, historic venues, and more. Offering educational content that draws people into our work can be a great way to build a relationship with a new listener, audience member, or even supporter.

Read more about content marketing in Aubrey’s article, and consider ways that you might be able to use this strategy in your work or in your organization’s work.