(The insights for the blog were taken from Media Management sessions, at SCoRe.)
Imagine walking home on an overhead bridge. You see a smartly dressed, young volunteer vying for every passenger’s attention. Aren’t you instantly put off by that marketing effort? You scramble to find excuses to not purchase the product and leave abruptly. Although you feel like the bad guy as you do it, one can’t help but wonder. Is this not like shooting arrows in the dark? The one that hits makes a mark-succeeds, and the rest fails. Why not adopt a more refined approach to marketing?
Content Marketing is a solution to this problem of cold leads.
It is an answer to the question, ‘What’s in it for me?’ A strategic approach that uses quality content and distributes it, to engage a niche audience and create a loyal customer base from them resulting in a quality customer base, which is most likely to make repeat purchases.
Content Marketing must not be confused with product/service information pieces. In content marketing, we don’t answer the what, we answer the why. The moment you attach a purpose to a brand, it becomes valuable and relevant. Read More: Purpose Led Brands
It is not merely selling the offering, it is explaining the offer and the thought behind it. It is throwing light on the use cases of one’s offering.
Personalization in marketing is like salt to a curry. Although the curry is already flavourful with a bunch of aromatic and flavourful spices, still remains tasteless with an adequate amount of salt. Content marketing provides an edge that is difficult to achieve in traditional or even digital marketing. Content Marketing is a strategic way to establish a genuine relationship with one’s customers, which is based on a problem-solving approach.
One can evoke interest and engage with the customer using blogs, newsletters, videos, e-books, and podcasts to provide additional information that is not just product/sales oriented. Consistent research will help the brand become an opinion leader, leading to increased trust and brand value. Content marketing can be used to create awareness, and generate and convert leads into a long-lasting customer base.