Content marketing has grown to be one of the most formidable forces within marketing today.
Consumers have grown accustomed and blind to the more traditional marketing methods of print and TV commercials. Therefore we, as marketing agencies, have had to find new innovative ways to cut through and attract the attention of customers. This is where content marketing comes in.
The Content Marketing Institute, which is an online resource with leagues of information about content marketing, states that:
‘Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action’
The idea of content marketing is to give customers interesting information about your particular sector, and thereby gaining their belief and trust as a company which knows what they are doing. It employs indirect sales-pitching techniques, discussing things other than the products or services which the company provides, but has a proven record of generating sales as consumers return to the companies that have successfully won their trust.
There are a number of different types of content marketing, some examples are; infographics, podcasts, videos (sometimes ‘vlogs’) and blogs. Whatever the format, the key to this type of marketing is to inform the consumer, not try to sell them your products.
For example, if your organisation is a charity, then infographics can be used to concisely show viewers how you impact the need you address and where the money that you raise goes. With attention spans now lasting an average of 8 seconds, the quicker that information can be portrayed to the reader the better, and infographics are a great tool for this.
Podcasts and videos have also seen a huge increase recently, just look at YouTube. More people than ever are consuming audio/visual content and it is a great resource which can be utilised for content marketing. The amount of people who listen to podcasts has reportedly risen to 75 million from 25 million in just 5 years. One of the best things about using podcasts is if you use an application such as iTunes to upload your podcasts, then whenever you upload a new one to your website they are automatically downloaded to iTunes and then can be accessed by millions of people without them visiting your website. Podcasts have also been shown to influence listeners behaviour; a survey conducted showed that 63% of people had bought a product promoted through a podcast.
Blogs are also a useful way of incorporating content marketing into a business. Writing blogs about your sector or issues which are important to your sector on your website and promoting them can be a very effective way of increasing your standing to consumers. Being viewed as an authority on a topic or sector has positive implications for your business and how you a viewed and spoken about by the public.
With consumers becoming more savvy about spending their money and less influenced by traditional marketing channels it is more important than ever to utilise different techniques to attract new customers and convince them that your product is worth buying. Content marketing is the perfect way to do this.
People are more informed than ever before, and this thirst for knowledge about different subjects is likely to increase rather than decrease over the next few years. Businesses who employ content marketing are therefore more likely to see the benefits and have a competitive advantage over those who do not use these marketing techniques.