Content has been rampant since the beginning of time even in ways that we typically would not imagine. This is the part where we ask you if you remember the good old days when cavemen used to draw on walls, which you obviously will not be able to recall. The Bible is also undoubtedly another form of content creation, hear us out.

This is not meant to be a controversial statement but more of an allegory to show how content has been constant throughout each generation, the stories in Bible as well as cavemen used it to communicate which is what we do now. The Bible has had an innate capability to fascinate many for years, from stories that relate to our everyday lives to simple guidance, it has done more than be a book which people seek comfort from. Think of all the Biblical stories that you know, Adam & Eve, Noah’s Ark, Samson & Delilah (just to name a few) these are very powerful stories that have been remembered for generations.

Now to the concept of content marketing, what exactly is it and how does it different the traditional marketing approach we came to know and love? According to the Content Marketing Institute this great marvel is “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action”. Simply put, content marketing cemented itself because people are more in control of what they would like to see and the advancement in technology can take most, if not all the credit for that.

People now have the option to look away at content that they do not find relevant and valuable, which is why it is now more important than ever to step up those storytelling skills. Content marketing gives you the platform to tell your story with very few limitations and it has been effective for years. It is one of the ways in which a business can differentiate itself in this very busy market. 

It will only be futile if you do not bother yourself to get to the heart of it, which is mainly who the customer involved is and what they will get out of it. Connecting with people through storytelling is the single most powerful tool for getting your brand noticed. People want brands to tell them stories that resonate with them, just the way the. It does not matter how you feel about the stories in the Bible but you have to admit that it is an interesting case study for the concept of content marketing. The Bible does not necessarily shy away from controversy which is something that some people can look towards when they want to spark some sort of engagement on their content. 

Now back to the intent of the article, why is content marketing on the rise? Many sources of research confirm that businesses are creating content more than they used to, companies are spending at least 30% of their budgets on marketing. Some of them simply split 50/50 between content marketing and traditional marketing, according to Smart Insights. If this hasn’t already been emphasised in this article , content marketing is on the rise because it is personal, authentic and useful, more reason for your audience to engage with your brand and products. Content marketing enables dialogue, you can engage with your audience/customers in a real way. You learn more about their personalities, their specific needs and their goals giving you plenty of room to create accordingly with them in mind. 

You may or may not be surprised to hear this but content marketing is powerful. You can use so many different tools to achieve it but at the end of the day what matters most is the succinct story you tell and the impact it will have on those you tell it to.