Content Marketing is the Future of Promotion

Norbert Hobrath

ISSUE 16
I see a chasm between creating great marketing campaigns and maintaining great marketing and branding. It seems the world is focused on the next big creative idea. The ‘ice bucket challenge’ of the past year comes to mind. But what drives branding excellence? What makes people remember your company and your brand and keep coming back for more? It is content marketing.

Coca-Cola doesn’t create a new logo every day. And they don’t formulate a new Coca-Cola every week. But the company DOES constantly offer refreshing and new content marketing to support all their brands.

So my mantra going forward when I speak with my clients and when I consult with various companies is to focus on content marketing.

Think of watching the same television show every week; the same football game; the same detective show. I mean the SAME one. How boring would that be? You would already know the ending each time. These events can only survive because there is always ‘fresh content’ being provided.

Now, think of your own company, and your own products and services. Your website. When was the last time you spent meaningful time thinking about the impact of this? When was the last time the content on your website was refreshed and updated? If it looks the same as it did 3 years ago, and says basically the same thing, then you need a change. Now. The perception that your company looks old and staid becomes the new reality… it is old and staid. Your competitors are going to find a way in soon to crack your market share. Why would your customers, let alone anyone else, be interested in what you have to say anymore?

I recently revised my company's website. It explains the benefits of our company in helping our customers reach their goals. www.hobrath.com  And you can see examples of what we’ve done for many companies across a host of content marketing platforms. That is important to show successes.

Put out Fresh Content, Regularly

That is the heart of content marketing. It is getting your messages out, using as many channels as possible, on a regular basis. It is communicating with your customers, prospects, and others in your industry to tell your story in engaging ways that create action and recognition. There are many great marketing executives in the world. There are many excellent designers. There are many crafty advertising agencies. But when I mention there is a chasm, I mean the great distance between a) creating an exciting initial promotional campaign, website, etc, and then b) providing the ongoing news and success stories related to your brands. This second point requires a commitment to proving regular and fresh content, teeming with information that means something to viewers/readers.

So when you look at your sales team and ask them for more sales each year, and when you look to your engineering and R&D teams for better, enhanced products and services each year, also reach out to your marketing team to demand more and better content to support all the other activities of your organization as well.

In upcoming blogs, I am going to write about different types of content marketing to drive strategic objectives, including the following top 10 content marketing tactics, ranked in popularity by the Content Marketing Institute: 

1. Blog
2. Enewsletter
3. White Paper
4. Industry Articles
5. eBooks
6. Case Studies
7. Testimonials
8. Microblogs, such as Twitter
9. Webinars/Webcasts
10. Videos

If you want to talk how content marketing can impact your company’s branding, contact me to talk. I am ready to show you the positive impact that effective, ongoing content marketing can have on your company branding and sales. That is the reason I put the phrase ‘Creative Content Marketing to Power Your Brands’ on my business card. 


Norbert Hobrath believes in the power of content marketing, both in words and images, and the powerful combination of these two. For more than 30 years, he has developed interesting, informative and influential strategy and content for both industrial and service-based B2B clientele. He has also directed marketing and communications programs as Director of Marketing Communications for a worldwide manufacturing company, and as Communications Manager for the Fortune 500 American Greetings Corporation, and for a BASF chemicals company. He enjoys promoting corporate and product brands through effective storytelling. He is President & Chief Content Officer of Hobrath Group, LLC in Cleveland, Ohio. www.hobrath.com

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