A very happy and a prosperous new year to my readers.
Let us begin with defining content marketing in the simplest of terms.
Content marketing in concise terms is creating and distributing consistent, relevant and valuable written content aimed to attract, involve, communicate and acquire a niche audience in order to drive profitable customer action – profitable, first to the customer and then to the marketer.
If you are a smart marketer focused on meeting goals in absence of live consumer interaction, useful and targeted content should be the core of your online marketing strategy.
In a marketing world that is seeing redefined the consumer behavior – Audience has actually moved on from traditional marketing [that is mostly ignored] and traditional online marketing that encompasses banners and buttons that have long lived past their glory… the only source of information for your target audience is the written word that is not a part of an advertisement. And, not only the consumer, even a smart marketer like you should have realized this by now.
This is where content marketing comes in….
Now, let us not confuse this with sales. In fact, the word “sales” and its synonyms are not a part of the content jargon. The objective of content marketing is to attract, involve and retain customers by regularly creating and curating informative and relevant content with the sole aim of enhancing consumer behavior in a directed manner. Thus, content marketing is an ongoing process that works best when integrated into the entire gamut of the marketing strategy. But if you feel, you have just been through a content marketing campaign and are planning the next content marketing campaign in the next few “weeks”, you are completely off the plane..!
Content marketing is a process of enhancing the buyer’s intellect, which in turn enhances his/her decision making capability. The reward is ongoing business and a loyal customer base owing to the continued delivery of relevant information. Mind you, no sales talk, no pitching products and services, only information delivery.
Looking back at the traditional era of marketing, offline as well as online, content was always integrated into it. Be it in the form of tit-bits of information or some lines that are catchy and identifiable with the brand. The only issue is that the consumer is not really buying that kind of content anymore.
Any marketing strategy would be incomplete without good content. Driving online businesses requires better content and curation since the chances of pitching live to the consumer does not exist. So crafting the right kind of content is highly critical to a successful content drive. Be it your social media communication, online press releases, informative articles, blog posts, forum participation or any other online channel, your content has to be consistent and spot on.
Ok, lets us see this from the consumer perspective, business or individual..
- Over 80% of B2B buyers say that they would love look at company information in articles rather than advertisements.
- Over 70% say that they have a closer relationship with businesses that use content marketing.
- Over 60% claim that the information coming through with content marketing helps them make better product or service decisions.
Content marketing is a continued practice where a consumer is actually waiting for your next piece and when it is delivered, the consumer spends anywhere between 20 minutes to an hour with it. Can you begin to imagine the results?
Wondering where or how to get started? Gather your business objectives, mission and vision statements and shoot them to us – [email protected]
And, we can begin to discuss possibilities as quickly as possible.