“Content is King”
Bill Gates, always the thought leader, coined this term many moons ago (… in the mid-90s) and it is now more relevant than ever.
Content Marketing – What is it?
Well, basically – content marketing is using great content to target well-defined audience which drives a valuable consumer action or behavior (eg. sales)
Content marketing and traditional marketing and communications essentially have the same purpose – to influence consumer behaviour and ultimately drives sales/increase brand awareness and gain market saturation.
The key difference is that content marketing achieves this is very different ways.
Traditional marketing and advertising is about interrupting your future customers lives – but with content marketing it’s about attracting these same consumers through entertaining and engaging content.
Basically, this ensures brands are part of what people are tuning into, rather than constantly squeezing in between it.
People are exposed to a huge amount of marketing and advertising.
Some reports are saying we receive as many as 3000 different messages EVERY DAY.
I know what you’re thinking – there’s no way I see that many ads in one day!
Let’s look a little closer… There are the more obvious message, billboards, ads on television radio, in your morning paper and magazines.
But really any visible branding – be it logos on your shirt, your watch, your car, product placement in your favourite TV shows…They are all there to advertise.
It’s easy to see how your message could get lost in this media-saturated marketplace.
Content marketing is all about telling stories. Stories that people want – and perhaps, need – to hear. It should create engaging, compelling information that truly engages with the target consumers.
Generating, consistent, informative and/or entertaining content, will attract more traffic, social media buzz, positive branding, leads, and sales.
BONUS BENEFIT – great content also shapes the user experience and the way they see and feel about your brand!
Video is taking content marketing by storm. YouTube receives more than one billion unique visitors every month – that’s more than any other channel, apart from Facebook.
Online video is just huge.
To get an idea, here are some stats via YouTube:
• 60 Hours of video are uploaded every minute
• 4 Billion videos are viewed per day
• In 2011, YouTube had more than 1 trillion views or almost 140 views for every person on Earth
Having a strong video content strategy is often overlooked by digital marketers and SEOs due to their perceived difficulty in production, lack of understanding or simply lack of time….
Video is naturally engaging and, in a time of complete information overload, it’s vital for businesses to offer content that is easy to digest; if not, consumers will simply move on.
This up-and-coming photo based social platform is fast gaining popularity.
A study conducted by SimplyMeasure found that 59% of the world’s top brands are now active on Instagram.
Instagram have now also added Video to their platform – enabling users to post 15 second, filter enabled, editable video on their accounts in addition to photographs.
So what can your brand do with it?
Here are a few other ways you can use Instagram for your business
1. Show your products
2. Show the production process
3. Feature some behind the scenes imagery/video
4. Demonstrate what the products can do
5. Previews of new products/events
6. Get personal – show off the business and the people who work there
7. Roadtrip – take your customers with you to tradeshows/roadshows/industry events
Embrace the reporter within, document your brand, get social and share it with your world!