A very interesting discussion on the topic of content marketing. Mark O'Brien, CEO of Newfangled (a US-based agency partnering with agencies "to make digital business development platforms for themselves and their clients") makes a good case for highly targeted content-based marketing. He discusses the approach with one of his clients, who gives many examples of the effectiveness of this approach. The client has gone from trying to attract clients from many industries to focusing on one very small industry segment. Using social media tools and creating useful, responsive content, the client was able to reposition his business, resulting in a massive increase in client engagement, meaningful lead generation from his website, all through quality content. No hard-sell, no desperate cold-calling.
“[these new businesses are] looking at a much smaller, smaller, smaller sector of the economy, but they’re marketing to thousands of those people. Funny, it’s like the magnifying glass. You’re putting that on there but you’re actually reaching far more people ultimately in a far more effective way, even though you’re looking at a much smaller slice of the economy.”