Content marketing is a term we have been hearing a lot recently, however what exactly is it and, most importantly, how can we implement it in our company’s strategy?
Let’s start by defining the concept. Content marketing is defined as the art of understanding exactly what is it that users need to know about your product or service and giving away that information in a convincing and relevant way. It attracts consumers that are already interested in your product and turns them into future clients, so it is about offering information so attractive to customers that they become loyal to the brand. It can be translated in any digital form such as an article or a video.
How is this different from traditional marketing?
The main difference with traditional marketing techniques is that in content marketing the information is offered before any purchase is made. In other words, the consumer is using the information to make an informed purchasing decision, and the brand is giving away that information to close deals and to create loyal customers.
What are the disadvantages of using content marketing?
The main problem of this marketing technique is that the results take a long time to become visible. It takes time for your informative video or article to be in the first page of organic searches and it therefore takes time for your content marketing campaign to accomplish visual and quantitative results.
Another problem is that it takes a lot of effort, as obviously, it requires creating content. This means accomplishing the perfect combination of informative and promotional, making sure you create something attractive and entertaining but that complies with the content minimum, making sure it contains all the relevant information.
Why is is worth doing?
Nowadays, firms no longer have the power of being the only source of information for consumers, as with one click consumers can have at their disposition all types of information, opinions and reviews on your product and its functionality. Therefore, consumers are now used to carrying out research before purchasing a product or service. Given that they will require information before buying from your company, why not be the one giving them the information they want? This way, you ensure that the customers viewing your displayed information are already interested in your product and will be receiving the information that you deliver, instead of third parties.
How can we apply this technique to our strategy?
Now that we know what content marketing involves and why it is useful to include it in our marketing strategy, we will see how we can implement it in practice. It is important to set goals, define what is it that we want to accomplish through our marketing strategy and be specific, how many views are we expecting in how much time, etc. Quantifying our goals will help us to have a visual idea of the results and returns of our investment.
It is also important to be aware that the first posts will be challenging and should be a way of testing the tool. Take some time to observe how customers are responding and reacting to this new initiative and make the changes when they are needed.
Finally, be patient when expecting results and never stop looking for ways to improve your posts. Keep on making sure that what you are publishing is aligned with the goals you have set and that you are being consistent with your strategy.
Good luck!!
Comments