The race to the bottom for quality click-through rates is accelerating, people’s attention spans have become more fragmented, ad blockers are on the increase and banner blindness is real. So, how do marketers effectively engage the right target audience?

“We need to stop interrupting what people are interested in, and be what people are interested in.” — Craig Davis

The best way to be what people are interested in is to be relevant and add value. When you walk into a room, you don’t just start talking, first, you listen, sense the mood, and then join a conversation.

“The best marketing doesn’t feel like marketing.” — Tom Fishburne

People will part with their precious time and attention to engage with brands that tell stories and provide relevant and useful information. Content marketing allows you to join an existing conversation and weave your brand message into the fabric of the platform. It allows you to tell your brand story, position your expert’s opinions, establish credibility via information sharing and elevate your brand’s status in the mind of the reader.

“Content marketing is all the marketing that’s left.” — Seth Godin

What Seth Godin meant by this is that content marketing allows your brand the opportunity to deliver important and useful information that the audience genuinely cares about, rather than just a re-worked advertising pitch.

If you would like to engage with our valuable audiences, speak to your AE about the full range of United Stations Content marketing opportunities across radio, digital, podcasting and video.

Written by Tracy Parsons, Moneyweb Brand Manager.