The Interoperability Showcase at HIMSS17 utilizes content based marketing. This is used in our education theater, use case demonstrations, and all materials provided in the Showcase.
Content based marketing provides useful and valuable content, such as infographics, videos, and articles, that helps your audience solve their issues. This creates a group of people that want to listen to your marketing, because it educates them about an interesting topic, provides a solution to their specific problems, or simply entertains them. In contrast, traditional marketing techniques provide information on solely your product - if the person isn’t looking for your particular product, they lose interest.
Bad content fails to hold the interest of the audience. Good content captures their attention, and great content is something you’re willing to pay for - see Red Bull’s magazine.
Your audience receives a large amount of marketing information every day - most of it neither useful nor relevant to their interests (aka spam). What differentiates content based marketing is that people want to consume it rather than ignore it. Research from the Content Marketing Institute shows that the strategy is used by the vast majority of leading brands, including Cisco, Microsoft, and P&G.
There are 4 key benefits to adopting a content based approach.