With the rise of the internet and social media, consumers are bombarded with more advertising than ever. But they are also more savvy about advertising as well and they have more tools to help them ignore marketing while online.

Thus, content marketing was born. This has taken the form of blog posts, social media posts, infographics, videos and more.

Because in order to not only survive but thrive in the digital marketing age, companies have had to learn to adapt. No longer will traditional advertising be as effective.

Companies can no longer talk at their audience with blatant sales pitches. Not to mention, with social media, that audience can talk back! And they do!

Pay attention to the ads on your Facebook page. Nowadays, most of them aren’t blatant marketing ads. They are informative, or even funny. They send you to videos and blog posts to entertain and inform the audience. These ads rarely go directly to sales or order pages.

Instead, companies are looking to entertain, engage but also inform their potential customers in a way that doesn’t hit them over the head screaming “Buy! Buy! Buy!”

With content marketing, companies are also looking to provide content that people will share on social media! This is powerful! Think about it! Your company, cleverly using content marketing, pays for an ad on Facebook.

Because of the the unique piece of content, people begin liking and sharing it. So maybe the company paid to get the piece of content in front of 10,000 people but ultimately the ad gets seen by 100,000 people! Or more! That’s the power of social media and good content marketing!

Do you think people will share and like a blatant advertisement? Of course not.

Not only did the company get seen by all those other people, basically for free, by using content marketing in such a positive way, they also got a lot of goodwill from consumers.

While that may not lead directly to sales in the short term, it can be very important to the survival and growth of a company over the long term.

There are numerous important pieces to an effective content marketing strategy. These include things like brand development and awareness, as well as audience expansion and getting in front of influencers on social media. These are people with big social media audiences.

An effective content marketing piece must have something about it that will make people want to share it.

By focusing on these aspects of content marketing, a company can not only survive but thrive in today’s digital marketing landscape.