If Content Isn't Interesting, Then It's Nothing
Content Marketing Is King
Research shows that consumers notice and engage with content that benefits them, highlighting the necessity of content marketing. Content marketing offers a purposeful marketing strategy that focuses on creating valuable content that interests consumers. This sort of marketing is more than just advertising a product; it’s about educating. By consistently sharing relevant information, or reporting compelling stories, companies help consumers grow in knowledge about topics related to the product or service of interest. When consumers receive an education related to something they care about, it forms a deeper connection and trust between the brand and the buyer. This is effective content marketing.
But how does one do this?
Creating basic content is easy enough, but creating intentional, educational content takes serious time, research, and care.
Information must be framed in an alluring, memorable way, and that can be a challenge. In order to create content like this, companies need to get into the minds of their audience by noticing where they are looking and what is important to them.
Consumers are experiencing information through social media pathways and online search engines. Companies must learn the art of SEO (Search Engine Optimization). Websites and information need to be easily accessible online and through websites like Google; in order for this to take place, content marketing needs to be linked and tagged with relevant words, drawing in web-surfers and building an audience.
If content isn’t interesting, then it’s nothing.
Consumers won’t be drawn to it, and the product or service is no longer relevant. This emphasizes the importance of using online marketing avenues well, with good quality content that consumers will click. Whether it’s a blog post, video, news article, or social media campaign, the content behind it must be personal, valued, and have an emotional pull. An example of this is Coca-Cola’s “Share a Coke” campaign. Coca-Cola knew that names are attached to relationships, so printing names on their bottles and cans made their product personal, valuable, and emotional for their customers. It was a marketing genius that moved consumers to purchase a product motivated by relationship and not necessarily the product alone. And it engaged an audience that wasn’t necessarily drawn to the product alone - many individuals purchased Coca-Cola for a loved one, motivated by the name on the can, even if they didn’t drink Coke themselves.
Content doesn't always have to be about a product, service or brand.
Consumers value current issues, trends, and topics. Share these topics and be up to date. This must be done tactfully, with the goal being to drive consumers to the brand. Companies are also encouraged to share what they do and make use of transparency in their marketing strategies. When a company is open and honest about how they do business, it creates meaningful conversations and establishes a deeper trust towards the brand.
Social media is your greatest companion. Content that is important to a consumer is often likely to be shared on social media pathways, expanding the reach of your content. These days, sharing is second nature when one is moved by something, and that is the kind of content companies want and need to put out. Create content that is shareable. The expectation isn’t for every post to go viral necessarily, but to be engaging enough to promote activity. Spend time framing the post with a quality headline, lead image, or caption as well. This encourages viewers even more so to click, and including share buttons encourages them further.
For more tips on content marketing, this resource provides a helpful checklist for the companies just getting their feet wet. The bottom line is to remember to listen and know your customers. Don’t merely show off your product, but educate with valuable content they’re are interested in. The rest will work for you.
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