Information Marketing is an approach to marketing that is focused on informing and educating an audience and putting them in a position to make an educated decision about what products and services to buy.
Unlike traditional marketing, Information Marketing explicitly avoids coercion and persuasion and anything “salesy”.
Principles of Information Marketing
- Provide actual help – Solve actual problems.
- Do this for free – If clients need to pay to see your expertise, you’re not really solving any problems or demonstrating any knowledge. Information Marketing is about adding value to your potential customers and trusting that if your product or service is truly useful, customers will eventually be willing to pay (why would customers pay if you give them answers for free?)
Information Marketing is NOT for you if:
If you are competing in a well-established consumer market with many similar competitors, it means that your potential audience is already familiar with your type of offering, and your efforts should therefore focus on brand awareness. Essentially, you’re trying to be more well-known than your competitors, to garner more attention. This is what marketing “normally” does and a “normal” marketing agency is your best bet.
Information Marketing could be for you if:
If your product or service is unique, specialised, well-crafted, highly expert-driven, if it’s not just a cookie-cutter product or service that everyone already knows and understands, you may require marketing that really unpacks what you have to offer.
We believe that information marketing is the way forward for products or services that have some of these characteristics:
Expert-driven knowledge services
Lawyers, consultants and other professional services providers, are selling their expertise. This require trust-building and demonstrating your knowledge. Information Marketing is the best way to do this.
Products that require solution selling
Solutions that cater to complex, multi-varied workflows that aren’t easy to explain in typical, flashy marketing campaigns.
Products that require demand generation
Being on the cutting edge means that prospects do not yet understand the value you offer. Market education needs to be built into your growth strategy
Products that targets a specialised audience
Your operate in specific niches and need to win over a specific market by demonstrating domain knowledge and expertise.
Products that are “content-centric”
Information is your product. For example, you offer online research tools, education resources, or some other digital content libraries.