Content Helps Brands Create Customers, Not Chase Them

Are media companies ready to move from chasing customers to creating customers? Tony Uphoff, CEO of UBM TechWeb, thinks yes — and told Folio Mag that anyone not taking a hybrid approach will be left in the dust.

“Many of the laws of physics in advertising and marketing — reach and frequency, brand awareness, brand preference and call to action — have been upended and replaced by brand generation to create and sustain a more substantial engagement with customers,” Uphoff explains.

His proposed solution? Instead of collecting what he calls “Business Card Data,” or basic lead gen, brands need to find customers who actually care. “Content marketing helps cut the wheat from the chafe; engaging those with a real need, the right demographics and interest, as opposed to simply capturing business card information,” he notes. Interesting Point.

Image courtesy of colormarket