Content Marketing — What is It?

Content marketing is a way of engaging with potential customers through storytelling and the sharing of useful and relevant information. Traditional marketing focuses on your business and products; content marketing focuses on your audience. Building a rapport with your audience develops trust and confidence, and your audience will often become happy and willing customers in return.

Content marketing can be done in any number and combination of ways. Social media is an obvious and first go-to for many, and can be a fast way to interact and develop an audience. This is very much a plus, but there can be downsides too. One is that you do not control the platform you are on, and you are beholden to that platform for your very existence on it. Another is that it is driven by ‘sound bites’ and feeds on short attention spans. It is hard to share deep and meaningful content in such an environment.

Here at Broad Ribbon Designs we concentrate on the slower methods. This can be a downside, especially in this age where everything is needed yesterday. But these slower methods are the very things which make them our go-to method. Our careful and thoughtful research and writing can pay dividends for those with patience!


• B2B Publishing — Digital/Online

  • In-depth research and writing
  • Blogs
  • Online support, how-to, and tech manuals
  • White papers
  • Case studies

In short, content marketing.

• B2B Publishing — Traditional Print/Offline

  • Catalogues and booklets
  • White papers
  • Case studies
  • Editing and formatting
  • Articles for trade magazines — existing, or perhaps your own new one!

In short, content marketing.