Sad, isn’t it? Small businesses that take targeting in social networks or contextual advertising as the ideal of promotion are guilty of this. This is, of course, good, but it is not enough. But how to build customer trust? Create expertise? Wake up! Even a child understands that the first lines of a search are advertising. Even a grandmother in VK sees the inscription “Advertising post”. Content marketing is needed. It is needed. Now we will explain what it is and why.
What is content marketing?
Simply put, content marketing is the client’s trust and the company’s expertise. This is the trend of the next two years (at least). Without it kuwait mobile phone numbers database you can leave the market, close your office and go back to your parents’ two-room apartment.
Now let’s get serious. Content marketing is a set of marketing techniques that build trust with the target audience and convey expertise through the distribution of useful content in relevant sources. Useful content means information that is relevant and valuable to the client.
Why is content marketing effective?
Because the consumer decides for himself whether he needs the content or not. It is his choice, not imposed by anyone. And if the content is mega-cool and useful, the client will tell his friends about you. And word of mouth goes off.
Because the content answers questions. The client needs to know something, and the answer is already ready and publicly available. The company satisfied the client’s primary need, and with the right presentation, kept the client on the site and offered a few more useful things.
Because content marketing creates a company’s image. Through texts, photos and videos, a company creates an impression of itself, conveys its values and approach to business. And here everything is like with people. If you can please someone, you can build a good relationship.
Because it’s natural. Spamming and aggressive marketing are a thing of the past. Consumers are ready to perceive branded content if it is useful, unobtrusive and organic.
How to do content marketing?
First, understand the customer’s pain. What are they afraid of when they think about buying? That delivery will be delayed, that the product is not so natural content marketing: simply about the important that it looks beautiful because of Photoshop. Competition in the market and cunning marketers have led to the fact that the consumer doubts everything that the market offers. And each of these doubts must be resolved.
Based on the client’s pain points, think about what you will talk about with the audience. What topics should be covered so that the client is confident in their choice? How to talk about the benefits so that it is interesting? There is no universal recipe here. In each niche, the client behaves differently, and the business needs to decide what it will broadcast.
Choose the tone. What language will the client understand? You communicate with them as a friend, as a student (being in the position of a mentor), as a business partner. There can be many options and the choice depends on the positioning of the company. Your “voice” should correspond to your position and at the same time be understandable to the audience.
Demonstrate expertise. To do this, tell about the employees, the principles of work, how to use the product so that the result is better than the basic one. Recommendations and advice are positively perceived by the audience and increase engagement.
Bring the client to success. This technique is also called social proof. Tell the audience how you solved the client’s problem and what tangible benefits your product brought. If you have services, then tell how you achieved the goal, what difficulties you faced and what the client became after that. If you have a product, show screenshots with reviews or repost a publication with it. The main thing is that this content is alive. Such content is trusted.
What platforms does content marketing work on?
Therefore, here it is necessary to use the maximum number of platforms with which the client interacts. On the Internet, these can be:
- company website and landing pages;
- social media accounts (by the way gambling data many people make the mistake of thinking that content marketing is only about social media);
- specialized and informational sites;
- webinars, podcasts, video hosting;
- blogs and forums;
- email newsletter
- magazines and newspapers;
- TV and radio broadcasts;
- conferences, forums, round tables and exhibitions;
- books;
When we talk about traditional communication channels outside the Internet, it is important to understand that this is not advertising on these platforms. This is providing useful content to the audience in the form of articles and speeches. We do not sell on these platforms. We talk about a product or service, trying to interest the consumer.
What will content marketing look like in 2020?
Popular. Among clients and companies. Consumer behavior has changed. Today’s consumer is selective, thoughtful and picky. You need to work with him gently, forming loyalty and trust. He is ready to accept content, because the content is able to answer the client’s questions.
Interactive. Companies are getting closer to their clients, so you need to communicate with them, add activities, and ask their opinions. This way we make the client feel comfortable with our company.
Visual. Most people on this planet are visual. We remember better what we see. So infographics and eye-catching photos will attract attention to the content.