CONTENT MARKETING AND IT’S IMPORTANT
No matter how you line up an advertising campaign, the result ultimately boils down to one thing: conversion does not increase, but money is spent. Is it noy annoying? This is a bad influence for a small business that takes the ideal of promoting a target in social networks or contextual advertising. This, of course, is good, but it is not enough. But how can the customer confidence be build? Create an expert? Wake up! Even the child understands that the first lines of the search are advertising. Even the grandmother in social media like VK sees the inscription “Advertising Record”. Now, lets explain why content marketing is needed and what content marketing is all about;
What is content marketing?
In short and clear definition, content marketing is customer confidence and company expertise. This is the trend of the next two years (at least). Without this, you can leave the market, close the office and return to your parents’ house.
Now, seriously. Content marketing is a set of marketing techniques that build trust in the target audience and convey expertness through the distribution of useful content in relevant sources. Useful content refers to relevant and valuable information for the client.
Why is content marketing effective?
Because the consumer decides whether he needs content or not. This is his choice, not imposed by anyone. And if the content is mega cool and useful, the client will testify the goodnews to his friend and this will bring more clients for you.
Because content answers questions, the client will need to learn something, and this means that the answer should be ready and it should be there is in the public domain. The company has satisfied the primary need of the client, and when properly served, leave the client on the site and offere some more usefullness.
Because content marketing forms the image of the company through texts, photos and videos, the company creates an impression of itself, translates its values and approach to business. And here everything is just like in humans. You can like it, you can build a good relationship.
Because it is natural. Spamming and aggressive marketing ar things of the past. The consumer is ready to perceive branded content, if it is useful, unobtrusive and organic.
How to do content marketing?
First, understand the fear and weak point of the client: What is he afraid when he thinks about buying? That the delivery will be delayed, that the product is not so natural, that it looks beautiful because of photoshop. Competition in the market and cunning marketers have led the consumer to doubt everything that the market offers. And every doubt that needs to be closed.
Based on the client’s fear, think about what you’ll be talking about with the audience: What topics is needed to be discussed so that the client will be sure and strongly believe that he is makeing the right choice? How to talk about the benefits to make it interesting? There is no universal recipe, in each niche the client behaves differently, and the business needs to decide what it will broadcast.
Select the tonality: What language will be clear to the client? You communicate with him as a friend or girlfriend, as a student (being in the position of a mentor), as a business partner. There can be many options and the choice depends on the positioning of the company. Your “voice” should correspond to your position and at the same time be clear to the audience.
Demonstrate the expertise: To do this, tell us about employees, principles of work, how to use the product, so that the result will be better than the base one. Recommendations and advice are positively perceived by the audience and increase involvement.
Bring customer to success: This technique is also called social proof. Tell the audience how you solved the client’s problem and how tangible your product has brought. If you have services, tell us how you achieved your goal, what difficulties you faced and how the client became after that. If you have a product, show screenshots with reviews or repost publications with it. The main thing is that this content is alive. Such content is trusted.
What sites does content marketing work on?
Content marketing refers to a complex of channels on which it is possible to provide useful information. Therefore, here you need to use a maximum of sites with which the client interacts. On the Internet it can be:
- site and company landing pages;
- accounts in social networks (by the way, many people make the mistake of believing that content marketing is only about social networks);
- profile and informational sites;
- webinars, podcasts, video hosting;
- blogs and forums;
- email newsletter
In an offline environment for content marketing, you can use:
- magazines and newspapers;
- broadcast on TV and radio;
- conferences, forums, round tables and exhibitions;
- books;
When we talk about traditional communication channels outside the Internet, it is important to understand that this is not advertising on these sites. This is the provision of useful content to the audience in the format of articles and speeches. We do not sell at these sites. We talk about a product or service, thereby trying to interest the consumer.
What will content marketing be in 2019?
Popular: Customers and companies, consumer behavior has changed. Today’s consumer is selective, thoughtful, and picky. You need to work with him gently, forming loyalty and trust. He is ready to accept content because the content is able to answer customer questions.
Interactive: Companies are getting closer to customers, so you need to communicate with customers, add activities, and be interested in their opinions. Thus, we have a customer to our company.
Visual: Most of the people on this planet are visuals, ”we better recognize and value what we see” Therefore, infographics and catchy photos will attract attention to the content.
Dynamic: Video content is gaining popularity and in the next 2-3 years it will become a priority in the eyes of the audience. Therefore, we learn to shoot, edit and sound the video. Such content increases engagement and gives all the information at once without additional reading.
Uniqueness: Talking about useful is good. But to give the client what he didn’t know and didn’t guess – even better. This is a plus for engagement. From a technical point of view, we note that Internet sites check the uniqueness of content. Therefore, publications with banal text and typical pictures just do not fall into the lane.
Tags: marketing
Тэги: Marketing