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Content Marketing is the Future of Promotion

Norbert J. Hobrath

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.

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

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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Norbert J. Hobrath
Founder and President