Content: The fuel for today’s marketing strategies
There are nigh-infinite ways to market a company today. From paid advertising to interacting directly with consumers via social channels and everything in between, leaders have a lot of choices. Not every option is equally effective, however. In the hierarchy of marketing methods, content creation is king. To find out why, it’s important to consider one of the defining features of marketing today: Companies have to project their respective images across many different platforms.
When consumers expect to see consistent and strong branding across a variety of channels, a strong engine producing branded content is a great way to fill all these various feeds with media. It’s important to study how today’s organizations are employing content creation and what they can accomplish when adopting such a strategy. It quickly becomes clear that these organizations are gaining significant value from this method.
Capturing customers for the long term
While conceding that it does take investments of time and effort to create worthwhile marketing content, Entrepreneur contributor Jim Joseph recently explained that well-crafted, branded information can have immense value. Specifically, it keeps consumers interested in a brand over time. In an era when it’s easier than ever to skip from one company to another, organizations should hold on tightly to any marketing strategies that can convince customers to stay loyal.
Joseph specified that generating good content is a form of relationship-building. Someone who sees an ad doesn’t necessarily gain any deep insight into the responsible brand, or feel compelled to see what’s next. If that individual reads, watches or listens to a well-crafted piece of original content, however, a connection is forged.
Generating materials that create long-term loyalty is far from automatic, and Joseph offered hints for organizations trying to produce such materials. Notably, he called for marketers to speak about subjects other than the company itself. Organizations that have far-ranging but on-topic discussions on social channels or blogs may seem much more interesting and worth following than those that simply post glorified ads packed with mentions of their own products.
Shifting trends lead the way
One important concept to keep in mind about content is that it’s constantly evolving and changing. The fact that good content can be distributed through many different channels is one of the major factors behind this development, as each year brings a crop of exciting new ways to speak to the public. Forbes contributor Mike Templeman recently noted, for instance, that brands are becoming more interested in en vogue digital channels such as live streaming video.
Of course, not every rising venue for content is cutting-edge or experimental. Templeman also noted that many organizations will be trying out email newsletters in 2017. This is a technology as old as the internet, and yet it’s still relevant. The author noted that even as email reaches old age, trust in the medium is high and rising. Some people are now opening more emails than ever, rather than fewer.
For the reasons discussed above and more, content still has value to modern marketers. According to Entrepreneur contributor Amy Osmond Cook, however, some organizations still have their doubts. Interestingly, she specified that some of the least eager content users are organizations that have lasted for a long time. Firms that are slow to change may feel they are wedded to older tactics such as paid advertising, ignoring content’s potential.
In explaining just how much companies can accomplish with an infusion of content, Osmond Cook stated that when content is created well, it builds trust. Getting individuals to put their faith in messages from paid advertising is understandably difficult. If companies put more personality into their work and go beyond hard-sell tactics, there is the chance to strike up a more personal and fruitful connection. This relates to the aforementioned concept of lifetime value and loyalty, with people returning to favored content providers time after time.
Fuel for the marketing engine
When companies need to keep their marketing strategies strong and consistent over time, good content is an essential part of the mixture. Paid ads and good customer service each have places in establishing and maintaining a brand image, but content’s ability to cross channels, inspire deeper connections and keep consumers coming back for years on end puts it in a different category as a prime building block of brand management.
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