Content marketing has grown into the leading method for promoting brand identity and cultivating an audience. In fact, according to Technavio, the worldwide content marketing industry will expand to over $400 billion by 2021, more than double its 2016 valuation.
Why is content marketing dominating all other types of marketing
Content marketing, contrary to popular belief, is not a flash in the pan. In fact, like prospecting for gold, the blueprint for today’s practices harks back to the 19th century, where innovative companies like Sears, Roebuck and John Deere communicated directly with their customers using then-new media like magazines and catalogs. These organizations went beyond simply advertising products, to promoting a very specific lifestyle to their target audience.
In fact, John Deere’s The Furrow magazine, which launched in 1897 and is still published today, was a progenitor of modern B2B content marketing. Check out this short video clip produced by Content Marketing Institute (CMI) to learn about Deere’s groundbreaking and successful approach to brand development.
The key to The Furrow’s success was and still is its non-salesy, journalistic tone and style. Recognizing that its customers (hard-working farmers) didn’t have the time or inclination to sift through transparent sales pitches, Deere has always strived to present unbiased, relevant articles and information. As one loyal reader states in the video, “I think the articles in The Furrow are very neutral, to the point where I always wondered – ‘Is this a John Deere magazine, or not?’” (However, it’s worth noting he is proudly wearing a classic green John Deere cap!)
Whereas a century ago, print media like newspapers, posters, and catalogs ruled the roost, the advent of the Internet has provided marketers with a bounty of new channels for promoting their brands. In addition, new technology is allowing today’s marketers to slice and dice their audience into micro-segments based on demographics, psychographics, and location. In fact, using cognitive technologies like AI, machine learning, and robotics, organizations can customize their messages to an audience of one.
Despite these new methods of distribution, the core principles of content marketing remain the same. To be successful, today’s marketers must transcend product-focused “push” advertising, to “pull” in their audience by offering meaningful value in a compelling and useful way.
Since 1837, John Deere has been a leading manufacturer of agricultural machinery and equipment, including its instantly recognizable green tractor. The company operates its business based on four core values: integrity, quality, commitment, and innovation. For nearly 125 years, The Furrow has embodied those values and has introduced generations of farmers to this iconic American brand.
Is your marketing strategy delivering the same level of consistent, timeless success?