John Teoh's Musings

  Photo on Unsplash by Austin Distel If there is one thing that content marketing has never been, it’s static.   It has been constantly evolving and one needs to keep pace with the changes that it has witnessed or be left behind. Genesis Content marketing had its genesis about a decade back when it was first realized that customers had taken to researching about the product or service they intended to use before buying them.   There was an awareness of the fact that brand stories were being told in the online world and not going according to the plans of the marketing department. This was what led to the growth of Search Engine Optimization or SEO with content marketers scrambling to get their content ranked for the relevant keywords.   But this led to the problem of meaningless and repetitive keywords that prompted Google to change its algorithm to discourage this practice.   Meaningful and relevant content that provided value to the target audience became the new rule of the ga

Photo by Nick Morrison on Unsplash                             Marketing in the digital age is an entirely different ball game, when compared to the way businesses and brands communicated with their target audiences a generation back. With the internet making all manner of information easy to access, the consumers of today are an extremely well aware lot, who won’t take a brand’s claims about itself at face value.   The only way to get them to talk to a brand is by engaging with them in a manner that appeals to them  This can only be done, by leveraging diverse kinds of content that is able to provide them with precisely the kind of information they are seeking at a given point in time.  Once you are able to earn their trust over a period of time, they would be ready to receive the kind of brand message that you want them to. Let us look at the benefits that accrue to a business that uses content marketing- 1.      A Loyal Target Audience A business’s content possesses the abilit