Before I answer that, let me ask you a question – how many advertisements have you paid attention to in the past, say, six months?
Whether it’s TV, magazines, or even banner ads on a website, our immunity to standard forms of marketing has grown stronger over the years. Like a virus, our brains have evolved to become impervious to the bombardment of advertising, until we reach today, where our eyes and minds glaze over while we wait for the ‘Skip Ad’ button to appear on a video.
Which of course means that, to promote your business, you need to be trying to find more innovative ways of getting your brand and name out there.
Look up Content Marketing on Wikipedia, and you’ll find it defined as:
…Any marketing that involves the creation and sharing of media and publishing content in order to acquire and retain customers.
But that’s just advertising, right?
Yes and no. What this definition misses, is something that the Content Marketing Institute includes when they expand on this particular definition, in saying that:
Content marketing’s purpose is to attract and retain customers by consistently curating relevant and valuable content with the intention of changing or enhancing behavior.
Relevant and valuable is the focus required when you’re creating and implementing a content marketing strategy. Your aim is not so much to pummel your audience with your brand name over and over again, but rather, to educate and engage with them on a deeper level.
Content Marketing engages with your audience. It’s creating a form of dialogue, where you’re providing your targets with content that interests them, and opens up the relationship with your brand. Content Marketing is about having made the video that someone is waiting to see, not the ad that’s in the way.
The Information Age
The 21st century is one in which we have unprecedented access to information. If you want to learn to cook a great lasagna, there are countless recipes available online, along with instructional videos, and lessons on how to make that lasagna better than the one your mum made when you were a kid. Want to buff that scratch out of your car? Forget the panel beater; just watch a YouTube video that explains how to do it.
If you have a problem today, the likelihood is that someone online has provided a solution to it, and there’s the primary difference between traditional advertising and modern content marketing. Twenty-five years ago, when you discovered that scratch or graze in the paint job of your car, you’d be headed straight to the Yellow Pages to look up a bodyworks place. Today, the first step is to search Google for how to repair it.
This is why you need a great content marketing strategy in place. More and more frequently, your prospects are searching not for a person, but for a solution. Put a different way, they aren’t looking for an expert, but for expertise.
So what’s a Content Marketing Strategy?
When you take the step into content marketing for your business, you’ve got a number of different platforms to consider: website; social media; blog; email communications, and so many more. A solid Content Marketing Strategy will sift through all of these platforms to determine the most effective platforms for your business.
Whatever tools you end up using need to engage with your prospects and customers.
Content Marketing in the 21st Century
The reality is that as we get further into this age of technology and information, content marketing is only going to become more prolific. Digital media is currently the second-largest advertising medium in the United States, and is projected to surpass TV next year.
This is not a fad, or a trend that will fade away to something else in another few years. Digital marketing is here to stay; and to stay relevant, you need to be ensuring that you’re getting the absolute best out of your content marketing. To do this you need to be approaching it with the right strategy.
The problem that businesses are faced with, is that Online Marketing has leapt to prominence so quickly, that the world hasn’t been able to keep pace. Recent research has demonstrated a distinct lack of skill and knowledge in Digital Marketing across the majority of marketing professionals.
More importantly for you, though, is that a large number of businesses are still getting the hang of this area as well. You’re still able to get in toward the front of the race.
How do I make Content Marketing work for me?
Blog articles, Facebook posts, infographics, YouTube videos, the list of options to incorporate into your Content Marketing Strategy is pretty much as long as you want to make it. So how do you decide what to use?
Developing an effective Digital Marketing Strategy requires understanding the plethora of tools available to you, and understanding your target market enough to be able to find where they are spending their hours online. This is where finding a skilled Digital Marketing expert comes into play. Bringing someone on board to help you develop and implement that strategy will mean that you get the absolute best out of your online marketing.
If you want to get the most out of your online presence through a great Content Marketing Strategy, then please don’t hesitate to get in touch. Let’s have a coffee, and discuss how you can the most out of your online presence.