Content marketing is a way of engaging with potential clients 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 clients 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.

Broad Ribbon Designs concentrates on slower, time-honoured methods which build trust and rapport. This also has a downside (time), 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!

And of course there is no reason why the faster social media approach and the slower content marketing approach can’t be done together — in fact each has an advantage that complements the other’s disadvantage.