Content is everywhere. Frankly, “content” is close to becoming one of those annoying marketing buzzwords.

Content this and content that. It’s everywhere we go; it’s in everything we read. Marry it with storytelling for the beginnings of an SEO-heavy, click-bait fueled piece of marketing jargon-filled content. (See what I did there?)

But here’s the thing: content marketing and storytelling done well are good for business –and for good reason.

Moreover, as brands get smarter in their understanding of the content beast, they can move their efforts from story telling to story selling. Because if we’re not driving sales or intent, what are we doing?

Content marketing is as much about commerce as information.

Great content marketing efforts are as much about commerce as they are about information. We can achieve the right balance by marrying relevant content with a point of purchase mindset – by driving our audience to an action along their journey with our product or service.

One of the biggest challenges many brands are still grappling with is where, when and how to plug content into that journey. What role does it play in the marketing mix? And, what is its value?

Every segment is different, but at a recent 4A’s conference, Chipotle told us they split their marketing spend like this:

• 1/3 content
• 1/3 traditional
• 1/3 local

The Chipotle team puts a strong emphasis on brand-authentic content that focuses on the company’s pillars of sustainability, organic food and cause messaging.

Chipotle understands the importance of driving both choice and immersion. They know they have to be found through traditional means (whether online or off) and that once they’re found, they need to provide great content that keeps their audience hooked. But Chipotle is a quick service restaurant, so driving foot traffic into stores is what pays the bills – hence the strategy behind tying traditional and content efforts to local. Chipotle wants to capture its piece of the $1.5 trillion consumers spend annually in online influenced, offline purchases.

Chipotle isn’t the only brand to tame the content beast.

One of Wray Ward’s many home clients, VELUX Skylights, expertly marries traditional advertising with educational and inspirational content that drives its audience directly to its installer network. The program is successful because VELUX:

• Understands the consumer’s journey
• Provides the right message and content at the right time and place
• Expertly moves that consumer through the inspiration, research and buying process

The program has elevated the entire skylight category, given a big boost to the VELUX installer network and moved the needle for our client’s business. It’s a thing of beauty.

Buzzword or not, content isn’t going anywhere. It’s changed marketing forever.