Research conducted by Stockholm School of Economics goes to show that offering continuous value to consumers creates advertising equity that compels users to take action. The research basically confirms the definition of content marketing provided by Content Marketing Institute that states:
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.
In terms of content marketing, consistent content stands for advertising equity. You have to give consistent value to the readers in order to attract new and retain already clearly-defined audience. (more…)