Beyond fueling social media and search, the one reason content marketing works is that customers trust it; they don’t trust advertising. Additionally, content marketing is more cost effective than digital advertising.
There is one caveat: You can’t dress your advertising up as content marketing and hope prospects won’t notice! They will. Consumers are smart and can see that fake content marketing is really an ad a mile away. Even worse, consumers don’t consider advertising credible.
Content marketing must be authentic
While consumers like authentic, valuable content marketing, grounded in the principles of David Ogilvy in its editorial appearance and Leo Burnett in the integration of important brand attributes, they don’t like being tricked with fake information that interrupts and promotes. These sentiments are at the heart of social media participation. Marketers should follow the old writing adage: Always assume that your readers are at least as smart as you are....
[Heidi Cohen suggests you let transparency and authenticity guide your content marketing for results ~ Jeff]