Marketing For Dummies, 6th Edition

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 ...