Content marketing is a tried and true method of engaging a target audience – it’s interesting, adds value and when done right, is non-intrustive – but not all businesses use it. Marie Wiese of Marketing CoPilot joined us on February 23, 2016 for a Lunch ‘n Learn session on Content Marketing Demystified: Understanding the Value for your Business to explain why it’s a tool you can’t afford to leave out of your marketing strategy.

Marie kicked off the session with some nostalgia by taking us back to the days when print publications reigned supreme and a business’ brand was limited to its own messaging. She quickly made it clear that those days are over, and modern businesses have no choice but to keep up with the realities of today’s digital marketing landscape.

Most importantly, Marie noted that the traditional sales funnel (dating all the way back to 1898) has changed dramatically: 60% of the sales funnel is now taking place in the digital space. So the question is, how good is your online content?

Marie presented the group with the official definition of content marketing, but she said that for her it’s simply the emotional bridge between your business and your customers. When used effectively, it’s not intrusive, it adds value, invites you to engage, invites you to share, and most importantly – helps people make better buying decisions.

What is content marketing not? Having 20,000 followers on Twitter is not content marketing. Neither is having a social media account or an email campaign. It encompasses a much larger strategy and commitment to engage.

Marie went on to discuss what makes a good website, the importance of mobile responsive design, and tips on having a clear, inviting presence in the digital space.

You can view photos from the event here and download Marie’s slides here!

At each month’s Lunch ‘n Learn we also feature an interesting iF client to share a 5-minute highlight of their business. This month’s Factory 5 was Josh Lombardo-Bottema of GoWrench Auto, a mobile auto mechanic service that brings auto repairs and maintenance right to your door.

Thanks to Marie and Josh for sharing your stories with us!

Our Lunch ‘n Learn events are a great way to get out and network while enjoying a free lunch and learning something new! Make sure to keep checking our events calendar for upcoming Lunch ‘n Learns and other events in the ecosystem.