The relentless evolution of technology and how it affects the way we communicate with each other and our customers has had a dramatic effect on the way brands and marketers develop solutions. Traditional intrusive marketing is becoming more and more irrelevant, as consumers looks towards ‘on demand’ content though multiple devices.
One of the requests we get regularly from our clients is that they want to be 'on social media’ – to be out there sending ‘stuff’.
This is good because they recognise that there is a huge audience of potential and existing customers ‘out there’ that they can and should communicate with.
So is it simply a matter of getting active in these social media channels and pumping 'stuff’ out there? No. This content has to be part of a strategic content marketing approach. We say content marketing is the key to developing successful relationships for brands and businesses in the future. But what is it?
The CMI describe it as:
“a strategic approach that focuses on creating and distributing valuable, relevant content that attracts and retains your targeted, defined audiences. So that it will drive them towards profitable action”
In essence it is about providing content, which will change and/or enhance customer behaviour. It is never a campaign blitz but rather an ongoing process that must, as we have said, be part of an integrated marketing strategy.
Critically content marketing is not about selling hard, but providing content and information that will be valuable and useful to your targets. By doing this over time, you will be rewarded with business and loyalty from your customers. Good content marketing is at the very core of in bound marketing.
Many businesses publish a lot of content, but not much of it is useful or valuable. Our approach is always quality over quantity. The starting point is an understanding of what your business and your brand is about (you essence). From there to understand how to connect your brand with your audiences in a way that they will deem valuable and useful.
Brand driven content marketing isn’t the future of marketing it is the present. Without great content all of these channels will struggle:
A recent Roper piece of research found that:
80% of business decision makers preferred to get company information through articles/blogs rather than advertisement.
We liken it to earning a reputation rather than demanding one. The former is much more powerful, the latter is empty.
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