The time for content marketing is now. Traditional marketing, ads on television, newspapers, etc…, is fading away. The internet is where everyone has turned to find information, whether it be sports, news, communication, gossip, etc… The fight of gaining a customer’s attention has become immensely harder. No longer do they have to sit through television commercials to see what they want but they can just click off a page, or skip an advertisement and goodbye to you and whatever your business was trying to sell. So how do you attract customers long enough to get them hooked?
You put CONTENT into your marketing strategy!
Not just any content though. It needs to be relevant and valuable to your defined target audience. You want to be able to attract, acquire, and engage your audience. This is tough with the ever-changing needs and wants of consumers. You need to be consistently producing quality content that is going to change or enhance consumer behavior. In return the customer is going to give your their loyalty and hopefully their money. 🙂
Some of you must be wondering well what does content marketing look like?
What I’m doing right now, blogging, is content marketing. I’m providing you with relevant and hopefully intriguing information twice a week. I’m marketing myself and what my thoughts and opinions are about the marketing world, with the hope that what I have to say is of interest to a few.
You should have a blog. If you do not have one get one RIGHT NOW!
An example of a great blog is the Event Blog by Cvent: http://blog.cvent.com/
They were awarded gold in the 2013 Content Marketing Awards. Yes, there are awards for content marketing. If you look at their blog you can defiantly tell why they deserved the award. The homepage alone has so much different information that there is something for everyone. Also the topics in general are fun and draw a customer’s attention. For example one of their blogs is called “I Ain’t Following you on Twitter: 3 New Twitter Follow Rules of 2014.”
Another great avenue of content marketing is video. You can make them fun and informational at the same time, which will intrigue your consumers. Federated Media Publishing took home the gold in the category of best branding video for the CMA’s for their Levi’s Curve Fit branding video. They shot five short documentaries of women bloggers. Here is one of the videos:
What Levi did here was brilliant. They had every day women give testimonials about how great their jeans are. Levi is demonstrating their expertise in jeans by showing that these jeans are for every type of women and by having most of these women be very dedicated to fashion it gives them authority in the fashion world.
Authority is one of the 7 steps in Scribes “7A” Strategy Framework to building an audience. Scribe says that “Authority is central to a smart content marketing strategy.” You do not just get authority over night. It has to be earned and granted. Levi has defiantly earned that authority and that is why they are so successful to this day. One benefit of authority is that your content is going to be linked by other sites. Like what I have been doing here and linking Levi’s content in this blog. Not only are the people going to love you but so is Google. The more authoritative and important your site is the higher Google is going to place you in the rankings. Don’t think that you can fake authority though, like I said it needs to be earned and you do that with great content.
Other types of content marketing that I would suggest you look into are:
Social Media, Case Studies, Photos, E-Books, White Papers, Infographics, and Apps
Remember as you are creating content always focus on your audience. Always focus on their needs and sales should not be your main goal. Be informative and creative. If you gain the consumers interests you are going to generate leads, increase the traffic on your site, and build a larger loyal audience. Eventually your sales will rise with hard work, but it is worth it.
Scribe ” A Content Marketing Strategy that Works”
If you would like to see the other categories and winners of the CMA’s here is the link: