Nowadays, simply advertising your products is not enough. Relevance has become the key for every line of business and every presentation of content.
It is about finding and, above all, about being found. You do not have to create a big rumpus, though. There are other more specific ways to reach your target audience like contents optimized for search engines, contents that are actually needed and relevant to your target audience or certain communication channels.
Investing in content: Good content is highly effective. With SEO, the digital world offers a decisive advantage especially to small and medium-sized companies. Advertising becomes considerably more favourable than conventional forms of promotion and does not waste your advertising budget. By mixing owned and earned media, you can find the happy medium which will be authentic and voluntarily given if your content is well received. Keep in mind: The better your content, the higher will be your Google ranking.
Conclusion: The more attractive and the more relevant your content is, the higher will be its reach. And the more websites and internet platforms spread your content, the likelier it can be found. Your visibility grows constantly and your content is not being imposed on your audience but can easily be found by them. That way, advertising content turns into customer service.