What is Content Marketing?
Quality content is the foundation of all forms of marketing, traditional or otherwise. What is the buzz around content marketing then? If you are interested in marketing your business online (and if you don’t, you might as well rethink your business), content marketing is something you need to know about it. It is right up the marketing arsenal and it’s here to stay.
So what is content marketing?
Content marketing is the strategic approach to creating and distributing relevant and valuable data to attract and retain audience. Instead of sales pitch driven marketing, content marketing more customer oriented approach that focuses on the interests and needs of user.
What sets content marketing apart?
The edge of content marketing basically lies in how it is viewed. Instead of a sales strategy that is forced on the customers by bombarding them on all channels possible, content can get your customers to seek you. This makes content marketing a game changer in the marketing spectrum.
Pitfalls of marketing channels:
The effectiveness of the traditional marketing channels is falling in the wake of digitization, and newer marketing techniques are being developed and tested to overcome the pitfalls of the existing marketing channels.
Users are wary of marketing:
Unless you’re saying Reebok or Nike have a flat 70% and to rush to the nearest store, not many are going to hear you out. Today, promoting discount sales and offers as far as marketing’s success goes. Customers are wary of the perfect pitches that are designed to make the wallets lighter. While offers can enable market capture in the short run, brand building and awareness needs something more.
Ad blocking is becoming a common trend:
According to a Statista report, 30% of the users blocked ads on their devices in 2018, a trend that has been steadily growing since 2014. Moreover, 2018 has been a year of backlash for online advertising, with customers receptive to relevant ads also unsettled with security concerns and being at ill ease about data tracking.
Why content marketing?
To understand why content marketing is necessary to propel your business, we need to look at the four steps of the buying cycle:
In an article on Forbes, John Steimle explains, as we believe, that while traditional advertising and marketing work great for the last two steps, content is what works for the first two stages.
Advantage of content marketing:
Building awareness of the product is the first step of any sales pitch and content is one of the only mediums that can do this. Brand awareness is just as easy through content as it is through any other traditional marketing channel, but the advantage content marketing gives is that also adds to brand authenticity and establishes authority of the brand in its field.
According to Content Marketing Institute, content marketing costs 62% less than traditional marketing, yet produces thrice as many leads, can’t say we’re surprised, content marketing if done right can be a game changer.