In order to attract a larger number of customers, companies create relevant, useful, and valuable content, whose main objective is to call and capture customers’ attention.
In recent years, traditional advertising has been losing weight and effectiveness among different brands. Now, the new trend is content marketing. Its impact is such that companies have increased their content marketing budget by 30% or more this year compared to last.
In order to attract a greater number of customers, companies create and distribute relevant, useful, and valuable content. Whose main objective is to call and capture customers’ attention, generating natural. Real interest in the customer, without the need to encourage you to buy.
As define by the Digital Marketing Director of a large consumer multinational. The content must be a real-life story, unlike traditional advertising where invent stories are told. That is, the content must be truthful, only in this way will arouse real interest in the client. And this is how companies connect with customers through bidirectional participation.
Content marketing not only generates an increase in sales but also generates many other benefits. One of them is the improvement of the brand image and its visibility. The case of Nestlé is a good example, it launched a campaign to raise awareness among families about bad eating habits. It consisted of a reality show in which five families competed in a food challenge and during its broadcast they gave food ideas and advice, managing to connect the audience with the brand. Therefore, content marketing also facilitates the generation of direct, close, and trustworthy relationships with the client.
In addition, it improves positioning and helps differentiate from the competition. An example of this is GoPro. Which has based its strategy on the production of videos shot solely with its cameras and by the users themselves, making themselves known in this way and generating brand awareness. He currently has his own channel on YouTube and more than 4 million subscribers. In which he uploads videos, usually of extreme sports. That seek to attract attention and establish an aspirational motivation for those who would like to have more exciting lives. Indirectly encouraging the user to become a consumer of the product. Y
Develop a good content marketing strategy
However, despite the fact that the impact is so great, it is not so easy to content marketing strategy, since it requires great knowledge of several aspects:
- Understanding the target audience is essential to be able to create personalized content that is as adapted as possible. Understanding their tastes and motivations is crucial when it comes to achieving content marketing objectives.
- Once you have a deep understanding of who your target audience is, you have to work on creating content that piques their interest, provides answers, inspires them, tells a compelling story, engages people, and engages them. … In short, it should contribute to establishing an emotional bond. For this, it is necessary to have or acquire a great creative capacity so that the content writing services that is going to be generate is capable of surprising, is unique and ground-breaking and helps the company to communicate its message.
- The content must be optimized for each communication channel, taking into account formats, moments and target audience segments. The choice of format is especially important, with the appearance of a multitude of new ways of communicating, such as short videos, 360-degree videos, or virtual reality, among others. Channels have also evolved, from the traditional newsletter to video-streaming channels. It is important to know very well which channel to communicate in which format in order to reach a specific audience.
- Once the content has been published, special attention must be paid to the customer’s response, it is essential to be able to evaluate the impact generated in order to make subsequent content evolve and adapt to what the audience expects. For this, it is necessary to define metrics and a measurement system in real-time.
- In the long term, it must be constant and recurring, and a content flow must be create to keep communication with the public acts, so a team and a structure dedicate to it are need. At this point, it should be note that in the absence of internal resources. Outsourcing the definition of the content allows us to obtain a matter of creativity and the ability to surprise.
- Finally, we must not lose sight of the fact that today. A content marketing strategy has to be frame within a Digital Marketing Agency. It is therefore essential to align both the communication axes and the integration of the different channels well.
To conclude, the dominant trends towards which content towards is heading are worth mentioning.
- The demand for interactive content is ever greater and more demanding. Users demand a degree of variability and a powerful end-user experience. Which is why companies are already offering more opportunities. Like contests, surveys, video forums, and other ways for users to directly engage with content. That’s why user-generated content is on the rise.
- As the demand grows, the supply grows, so the competition is increasing and generates a fight for the audience. In this war, it is being shown that the companies capable of generating high-quality content are the only ones. That manage to capture the attention of the target audience.
- The popularity of video content has skyrocketed and continues to grow, especially on the mobile channel. On the other hand, podcasts are also becoming very popular.
- Due to increasing competitive pressure and increasing user demand for highly specialized content, more companies are beginning to. Turn to personalization and segmentation strategies to create content that represents the best fit for their respective audiences.
In short, content marketing is currently the best option to rediscover yourself to new customers. Reaching them in an interactive way and favoring the viral growth of your brand.
