As per a research conducted by Adobe, About 76 percent of marketers who were interviewed believe that marketing has changed drastically in the past 2 years. This research confirmed the belief that compared to the past 50 years, the most change has been seen in the field of marketing in the past 2 years. Not surprisingly, within the past few years, content marketing has begun being accepted as an essential part of most firms’ marketing strategy.
However, before we progress any further with our discussion, let us clarify what in actuality content marketing is.
The term content marketing refers to a technique that involves creating meaningful content that is designed to attract the target audience and to gently persuade them in an unobvious way to perform a profit generating activity. This content is then distributed in relevant places over the internet where it can be accessed easily by the said audience.
In short, the purpose behind creating content is to make consistent and relevant information available in the form of content in order to influence consumer behavior in order to attract, convert and then retain customers. It is not a onetime thing, but rather a consistent part of a company’s marketing strategy. In this way, content marketing is an ongoing strategy which makes use of the best technology available to us – the internet.
The fun thing about content marketing is that it does not involve direct selling, so you are not actually selling your products to your target market but rather making them aware about your product and trying to convey why your product is worthy of their hard earned income and how it will provide value to them.
In this way, the customers do not feel pressured to buy; you are just spreading awareness about your product. Basically, content marketing is the art of communicating with your customers and prospects without selling.
Additionally, you do not only share information about your product and how it is valuable to others, but you also keep providing information related to the industry and any general information that would help the reader make better use of the product you are selling, even if they buy from a competitor. The idea is to make your presence known and to leave an impression on the audiences’ mind so that eventually the potential customers will perform profit generating activities out of loyalty for the brand.
In the past year, most of the bigger companies have adapted content marketing and included it in their marketing strategies, hence creating a separate department of employees who are responsible for creating this content and delivering it online using the right traffic generating tactics. However, content writing is all about good content and how words can be used to influence target audience.
This is why, content marketing is not all about writing content and making it available in places where the audience will look, but it is about nicely worded, deliberately created and designed content to achieve a purpose.
Good content stays in a reader’s mind, and if it is well worded it is perceived as true most of the time. The reader perceives the writer as someone who is well learned and as a result takes the words to heart.
The fact of the matter is that most people do not like wasting their time viewing advertisements as they perceive ordinary forms of marketing in a bit of a suspicious manner. While browsing online, most people do not pay any attention to online advertisements and banners, making them almost non-existent.
The only form of information transfer and retention that is valid in this era is through the content available online. People are looking for solutions online and when they search for the solution they require, if they come across your content and they find it convincing, they are sold. This is why, although traditional marketing hasn’t become entirely fruitless, it is of very little value.
According to most marketers, content marketing will be the new marketing in the future, as traditional forms of marketing start losing their effect; they would slowly become futile and will be discarded completely. However, in the next few years, the trend will shift from emotionally written and driven content to factual and data driven content which will have a far more profound effect compared to the current word garbage that is on the internet today.
Additionally marketers will use the information available on the internet, in order to improve their products and brand image. This insight will allow the marketers to bond and form a relationship with their target audience that will prove to be beneficial for the brand. People will perceive a brand based on the content on the internet in reference with the brand, which has already started to happen as most people go over the reviews of a product before purchasing it in order to find out what people think about it. Using all the information online, marketers will start creating their marketing strategy based on what customers demand online and the brand image will be altered accordingly.
According to surveys, people are more likely to purchase a product, whose website and social media pages hold witty content that makes them laugh. Also, customers prefer to purchase from brands that provide valuable tips, tricks and other information related to the product on their pages.
With the changing trend, making content marketing the next big form of initiating sales, it has become essential to have a presence on the internet that provides customers with value. A single bad review from the customers can turn away hundreds to thousands of customers away from the product and the same effect can be created by good content.
Using good content, a marketer can provide value to customers altering and influencing their perception about the brand. In this sense, the internet has become the connection between brands and people, although it has empowered people, it has also provided marketers with the opportunity to create an existence that sells.