Chapter 7
Content Marketing and Marketing Content
IN THIS CHAPTER
Grabbing attention with content — good, bad, and ugly
Checking out content marketing strategies that work
Trying user-generated strategies that build sales, not just fun posts
Writing content for trust, transparency, and results
Even in a society where many people have grown wary of media bias and opinion-based news over facts, media mentions on air waves, on web pages, in print, and radio still get noticed and still have influence. News media works because of frequency. You may not remember the details of stories you hear, but you will probably remember the names of those involved, or at least recall hearing a name when it pops up again in a subsequent story. Frequency creates familiarity.
According to the familiarity principle, an aspect of psychology that helps to explain human behavior, we align or engage with things we know. The more someone hears a name, the greater the sense of familiarity. Studies show that people will reply to emails and phone calls from salespeople whose names are familiar more often than ...
Get Marketing For Dummies, 6th Edition now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
