6 billion hours of Youtube video are watched each month.
1.23 billion Facebook users log onto the site an average of 17 minutes a day — that’s 39,757 in years!
There’s also dozens of other new media options competing for your audience’s attention.
So who has time to pay attention to advertising?
It’s a discouraging question that savvy marketers must to ask themselves; because message fatigue remains one of the main challenges to their ad budget.
People are burned out from having been exposed to so much (overt) messaging.
So how do you overcome this?
You start by initiating a conversation that your consumers want to be part of.
You can achieve this through content marketing techniques designed to engage audiences long enough to make them want to participate (and hopefully come back).
This approach creates solid consumer-brand bonds and is engineered to make your audience feel as if they haven’t even been marketed to.
Consider that Procter & Gamble, Microsoft, and Cisco Systems– some of the world’s most successful brands– consistently use content marketing to sustain their dominance.
The approach enables them to overcome Consumer Attention Deficit Disorder, keep consumers engaged, and their brands relevant; moreover content marketing works for industry leaders and small businesses alike.
Here’s what Content Marketing is and isn’t:
It IS Related to “Google-ing it.”
People are constantly Googling you, your business, and keywords related to your industry. So if you’re lacking the content that supports consumer engagement you’re hurting your business.
You might even be a few steps away from irrelevance.
However by making content marketing fodder available to your audience you hold irrelevance at bay.
It ISN’T Advertising.
If it isn’t advertising what is it?
Content marketing is a way of communicating with customers that disguises the fact that you’re selling them your brand and services.
A delicate art, when it’s pulled off correctly audiences won’t feel that they’re being pitched to (even though they are), and can become engaged with your brand in ways that are organic.
Don’t be surprised if they even express gratitude since content marketing is often designed to make them feel more knowledgeable/ informed about topics that are important to them.
The philosophy behind the strategy boils down to this: if businesses consistently deliver valuable information to their consumers those same consumers will reward them with their business and long-term loyalty.
Some Content Marketing Categories.
While content marketing can be divided into many different sub-categories here just a few examples: how-to content, shareable visuals, crowd sourcing, online discussion forums, and behind-the-scenes access.
What do these all have in common?
Creating fun experiences for consumers that they’ll be eager to tell others about. The best part is how– when consumers share your brand-related content– they feel like they’re promoting their own interests. This helps grow your audience.
Brew Guides promoting the coffee industry, beauty make-over videos, and educational infographics like “Top 25 U.S. Business Schools” are all examples of content marketing because they speak to consumers rather than at them.
It’s also content marketing when a popular band encourages fans to take photos of the band’s shows and post them to their personal social media sites or when Virgin Atlantic fills their online blog with travel content designed to stimulate viewer’s travel bug.
This article has been a cursory glance at the content marketing industry.
I hope it’s succeeded in whetting your appetite and you’re now ready to roll up your sleeves and begin crafting some rockstar marketing content!
We can even do it together.
Trust me, it’s going to work.