THE PROBLEM

For business, the goal has always been how to convince consumers to believe YOUR message instead of your competitor's, and for a long time the only strategy was massive amounts of expensive, repetitive, random exposures. Yes, there were a few creative advertising geniuses - but by and large the standard was "exposures by the ton," and for a while, consumers appeared to believe the companies with the most ads. Whether it ever really worked that way is irrelevant, because it doesn't work that way now.

Today, consumers are bombarded by more than 3,000 ads and commercials every day and they are armed with the most sophisticated ad-blocking technologies in history. Adding another ad to that pile is, well, adding another ad to a pile of 3,000 ads. With those odds, companies can go broke trying to use ads to influence consumers.

Despite these odds, there are still companies that continue to spend too much on “low-value” ads that generate the same “low-value” responses they have for decades. But now there's a viable alternative that's less expensive, has less risk, greater audience and targetability, and has a shelf life that's nearly infinite - today it's called "content marketing." (Throughout this website "content marketing" and "Information-Marketing" are used interchangeably.)

Content marketing enables companies to spend a fraction of what they would on traditional media and provide consumers with “high-value” information that generates “high-value” influence and responses.