It seems like a lifetime ago when I would read the printed morning newspaper over a cup of coffee. Now I glance through several news apps on my iPad while checking my social media sites and juggling my coffee. Don’t get me wrong, I love my iPad, iPhone and iWatch but I’m also very much aware of how different my lifestyle is today compared to just a few years ago.
That’s because interactive technologies have changed how we receive and process information. As a result, brands are being forced to upend the familiar ways they used to communicate with customers and adopt new methods to not only reach but more importantly engage. You may be familiar with the constant buzz about content marketing or storytelling as the latest tools for business. But what does this mean?
It’s about defining a company’s personality or story and then developing and executing content as part of a well thought out strategic approach. The main goal for content marketing is to retain and ultimately attract customers. According to Inc. magazine, “Inbound marketing strategies, like SEO and social media marketing, are effective in producing a slow build of results, but for my money, there’s no better long-term strategy than content marketing.”
Here are some key reasons why content marketing matters:
It builds trust and loyalty for less cost than traditional advertising
Content marketing allows a brand to find and communicate its true personality using a more personalized approach without being overly promotional or pushy. The result is stronger engagement and more importantly it builds trust and loyalty.
61% of consumers say they feel better about, and are more likely to buy from, a company that delivers custom content according to the Custom Content Council. And content that is both meaningful and tailored to the needs and interests of customers provides more long-term value for much less cost compared to traditional advertising.
It attracts more traffic
Before we started our blog, the traffic to our web site was a slow trickle prompted after we handed someone a card or sent them an email. But then we introduced our Dish Blog and began posting a steady stream of content on a weekly basis. Our blog focuses on food marketing, merchandising and consumer trends. We featured the blog posts across our social media sites especially Linkedin and the reaction was immediate. Within a few weeks the trickle of visitors grew and now we have hundreds of visitors coming to our blog and filtering through to our web site. Two of our most recent clients, learned about us by a visiting our site.
It’s more effective than paid online advertisements
Whether it’s pop-up ads or sponsored posts, consumers are bombarded with advertising messages from multiple channels and sources. As a result, more consumers are opting out. According to PageFair, 615 million devices now have adblock software and that number has tripled since 2015. Mobile adblock usage has grown by 108 million to reach 380 million devices.
The reality is that marketers can no longer rely on paid online advertisements to bring in results. This is not only happening online. I pre-record all my favorite TV shows just so I can fast forward through the advertisements.
The good news is that consumers are much more willing to interact with good content especially the kind that solves problems or tugs at the heart strings.
It forces companies to become more strategic
Similar to developing a strategic plan, content marketing pushes companies to take a comprehensive review. This includes identifying who they are, how they want to be perceived in the marketplace and who their competition is. There is nothing haphazard about social media posts, trade releases or blog posts once a content management review has been implemented. That’s because the content is consistently designed to inform, educate and even entertain the customer.
Good content that is most effective and engaging stems from a well-developed strategy and plan.
I’d love to hear more about your own personal views on content marketing. At FullTilt marketing, we amplify the food conversation to promote specialty and fresh brands. To learn more, contact me at Heidi@fulltiltmarketing.net.
