The modern consumer today has learned to shut off traditional means of marketing. Marketers and businesses understand that traditional marketing on its own is becoming less and less effective. Many are turning to the concept of content marketing to enhance their marketing mix.
“Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of changing or enhancing consumer behaviour and driving profitable action. It is a continuous process that is best integrated into your overall marketing strategy, and it focuses on owning media, not renting it.”
Content and Information are Desirable. In its simplest form, content marketing is the art of communicating with your customers and prospects without selling. Instead of pitching or hard selling products or services, you are delivering information that makes consumers more informed and confident. The thinking behind this strategy is that if businesses deliver consistent valuable information to consumers, they ultimately reward us with their business and loyalty.
According to recent studies, 75% of consumers and 80% of business decision makers prefer to get company information via articles instead of receiving ads. 70% state that good content makes them feel closer to the sponsoring company, while 60% say that company content helps them make better product decisions.
Content marketing is being used by the major marketing organisations of the world, both B2C and B2B, such as Procter & Gamble and Microsoft. It is also adopted by small and medium sized businesses.
Get started on content marketing with the following :
• Understand your audience
• Map content to the buying cycle
• Identify the marketing platforms and activities your business will be focusing on
• Build an Editorial Calendar for the relevant platforms and activities
• Execute according to the calendar
• Review, analyse and optimise
Marketing is impossible without great content. Regardless of what type of marketing tactics you use, content marketing should be part of your process, not something separate. Quality content is part of all forms of marketing, for example :
• Social Media Marketing: Content marketing strategy comes before your social media strategy. Social media planning and content development is based on your overall content strategy.
• Search Engine Optimisation (SEO): Search engines reward online businesses that publish high- quality and consistent content.
• Pay Per Click (PPC) / Search Engine Marketing (SEM): For PPC to work, you need quality content behind it. Once a user clicks through an ad to your website, they will leave immediately if the content on your site is not relevant, interesting, or easy to navigate.
• Public Relations: Successful PR strategies address issues readers care about.
• Branding: Create branded personality online is through the content of your website. By publishing content that highlights your business’ unique strengths and services.