Using Content Marketing to Overcome ADD Culture

6 billion hours of video are watched monthly on Youtube. According to Facebook, the company’s 1.23 billion users log into their site for 17 minutes each day — that’s more than 39,757 years of time spent (collectively) on just one site. In a single day! And there’s dozens of other new media options for people to lose themselves in as well. So who has time to pay attention to advertising?

Yes message fatigue is one of the main challenges facing today’s marketers. People– in general– are burned out from being hit with advertising from all directions.  Many, hip to the routine, have started to tune out all forms of  messaging and have retreated into their own private virtual worlds instead. This reality can make traditional marketing methods seem futile.  Luckily there are ways to overcome the challenges posed by these modern times. So where to start?

Start by creating a conversation that your consumer base wants to be a part of. Content marketing techniques engage audiences long enough to cause them to want to participate– and come back repeatedly for more.

This results in consumers bonding with your brand in ways that hardly seem like they’re being marketed to.

Not sold?  Consider that Procter & Gamble, Microsoft, Cisco Systems, and John Deere– some of the world’s most successful brands– consistently use content marketing to sustain their brand dominance.  Using content marketing to overcome consumer Attention Deficit Disorder keeps your business relevant and your consumers engaged… whether you’re an industry leader, a small business owner, or something in between.

Here’s what Content Marketing is and isn’t.

“Just Google it.”

The phrase is ubiquitous. People are constantly Googling you, your business, and keywords or phrases related to your industry. If you’re devoid of content that supports consumer engagement you’re hurting your business; even worse you may be a few short steps away from irrelevance. However, by having content marketing that’s ready for consumption and easily searchable online you avoid the irrelevance trap.

Remember, Content Marketing isn’t Advertising.

So what is it then? Basically content marketing is a way of communicating with customers with one difference from traditional methods: It disguises the fact that you’re selling them on your brand.

This modern approach gives audiences permission to become engaged since they no longer feel they’re “being pitched to.” They may even believe that the info they’re engaging with is making them more  informed.

The philosophy behind this strategy is simple: If businesses consistently deliver valuable information to their consumers the latter will reward them with their business and loyalty.

Content Marketing Categories.

While content marketing can be divided into many different sub-categories, here’s just a few: how-to content, shareable visuals, crowd sourcing, online discussion forums, and behind-the-scenes type access.

What do all of the above tactics have in common? Creating a fun experience for consumers that they won’t mind telling other people about.

The best part is how– when consumers share your brand-related content– they feel like they’re promoting their own interests, instead of your brand. This allows for a better chance of them staying engaged.

Specific Examples.

“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.

It’s also content marketing when a popular band encourages fans to take photos of their shows and post them to their social media sites or when Virgin Atlantic fills their online blog with travel content designed to awaken a person’s “travel bug.”

Now that we’ve whet your appetite regarding the many content marketing techniques it’s time to utilize them! Trust us, it’s going to work; and after all what do you have to lose except an outdated marketing approach?


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