As Greek Philosopher “Heraclitus” said “change is the only constant in life.” This is true with marketing world too. As we know that the marketing industry is constantly changing and brands are competing aggressively for consumer’s attention in an increasingly competitive environment. From TV to Radio everything is becoming crowded with advertisements so how one can reach to their desired audience with low budget and long term impact. Content marketing is the answer for that.
Let’s first discuss what content marketing is and see what benefits it offers.
“Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action” (contentmarketinginstitute.com)
Content marketing offers several marketing benefits to the brands such as:
It helps brands to develop personal touch with their audience via range of issues their consumers face. It is an educating task not the sales pitch. For example, detergent company can write articles or blogs on topics such as “Benefits of Washing Clothes”, “ “How Detergent can protect your clothes” , “ Things to remember before buying clothes” etc. This type of advice would help brand to build personal connection as well as trust with consumers.
Increase in sales
In today’s crowded marketplace, or say multi-media world of marketing, the audience does not care for adverts anymore until and unless it really help them. What usually happens when you write down sales pitch and then promote it via TV ads, Radio Ads, Newspaper Ads etc. You are selling your product or service as you want to sell but content marketing is different, you are educating people which makes them come back to you rather running away from you. When you do content marketing, customers will come directly to you because you are being useful to them and they like to purchase from brands they trust.
In the digital market space, the audience finds about your service online by typing some keywords or phrases in the search engine. These keywords then match with your content and hence you get leads and customers. But this process is way too complicated as Google is monitoring everything behind this.
So you have three ways to gain traffic: Earned media, owned media or paid media
- Earned media (free media) is publicity gained via promotional efforts other than advertising such as TV interview, Radio, Editorial, Polls etc.
- Owned media is a media which you can control such as blogs, website, email etc.
- Paid media is traditional media such as TV ads, Radio ads, online ads etc.
Well content marketing is something which gives you advantage to build SEO links which brings consumers back to your brand. So crafting researched article for the customer’s problem is key to build good reputation among your audience.
So, we have seen some great advantages of the content marketing and hope you guys can use it in your marketing mix for maximum benefit. Remember it is inexpensive and anyone can do it.