At Mamu Media, we’ve built our business model around content marketing because we believe it’s the best tool out there for building the kinds of relationships that enable an organization to reach its customers most effectively. In recent years, more and more companies have seen the potential of this approach and embraced content marketing in their own campaigns, often with remarkable success.

By presenting content that aligns with their clients’ interests, organizations can build stronger relationships with them. For example, IKEA’s “Oddly IKEA” video leverages the current craze of ASMR (autonomous sensory meridian response) videos to connect with people who are interested in its products. I’ve written before about how Patagonia produces videos about environmental and social responsibility to attract customers who place a high value on those practices. And every day, exercise equipment company Peleton offers its customers hours of new workout videos, a strategy that not only highlights the company’s strengths in its business niche but also fosters customer loyalty.

In our last post, we talked about opportunities to maximize the investment you made in the content you created by extending its reach through various distribution channels. For examples, a blog post can be converted into a video or a whitepaper into a series of infographics.

Just 2 days after writing this post, we discovered a new feature on LinkedIn that allows you to share your powerpoint presentations, white papers, ebooks, and other publications (like custom magazines) in PDF, Word, or PowerPoint format.

We made the discovery after a client posted one of our HR Insights publications on their company page. We honestly felt like we were living under a rock and should have already known about the new feature. However, after sharing the information and their post on LinkedIn, we quickly realized (based on comments) we were not the only one who felt this way.

But definitely, don’t reduce :)

No company can exist without people who are willing to pay for its products or services. But people need to be aware of—and have positive feelings about—a company before they will choose to give it their business. That’s why a critical part of any organization’s operating budget covers marketing and public relations.

For decades, print ads (handbills, newspaper notices, posters, billboard, etc.) were the primary venue for this outreach. Eventually they were joined by radio spots and then television commercials. And in recent years, digital advertising has become a major player on the marketing scene—as you no doubt already know if you’ve ever faced an inbox full of spam viewed a website teeming with banner ads and embedded videos. All of these kinds of media vary in many ways, but they all have one thing in common: they cost money to produce.

The hefty financial investment needed to produce marketing materials and the ever-increasing options for distributing them mean that more and more companies are looking for ways to get the most bang for their buck.