ICM - Internet Content Marketing : Benefits from publishing ICMs
Why should my company publish ICMs ?
Companies compete for business out in the marketplace. Any way that provides an opportunity for your company to differentiate itself from its competition is a very valuable marketing tool.
For many companies, ICMs are the very best way to differentiate themselves from their competition.
In the long term the quality of your products and services will determine your ultimate business success. But how do you get potential clients and customers to notice you when your just listed among you competitors.
You can certainly advertise a lower price, but try as you may advertising better service or just stating that your product is superior probably has very little impact on potential clients and customers minds.
Now marketing the superior features, advantages and benefits of your product and services ( the so called FAB path of marketing ) is really the start of the ICM approach.
By describing features, advantages and benefits you start the differentiation process. Combining that with actual knowledge that is intrinsically useful to potential clients and customers completes the process.
Most FAB marketing approaches attempt to intermix product info with truly useful information. Certainly that is superior to not including useful information, but also raises questions is the viewers eye as to its credibility.
True ICMs focus on the useful information.. the Knowledge CONTENT . thus removing perceptions of bias from the marketing pitch for your product or service.
ICMs are not a marketing trick. ICMs work because they provide value to the potential client or customer.. and that value creates a relationship between the company, author and potential client.
Think about your experiences with companies and professionals that provided you with additional basic knowledge. Weren't you more inclined to purchase a product from that company or a service from that professional.