There are many top job portals like Job Vacancy Result that are now featuring more and more jobs for Content Marketing. What is content marketing and why are companies demanding this skill so much?
Let’s find out.
A business or any business is out there to make money. Profits remain the bottom line of any business. This one thing we can’t disagree on.
Marketing is one activity that no company can neglect. Whether it is a product based company or a customer-oriented company, marketing makes or breaks the fortune of the company. Traditional marketing was based on broadcast media such as TV, Radio and other media such as newspapers and billboards. But the internet changed the face of human interaction on its head and so was marketing. Marketing activities moved more and more to digital space and multimedia devices. Now marketing on the internet is ubiquitous. Banners, clickable images are all around and over the screen, wherever you tread on the web.
For any business it is important to generate demand for its products and capture that demand. They follow the AIDA- model – that stands for Attention, Interest, Desire and Action. Demand is generated by the first three – Attention, Interest and Desire. Demand is captured by the fourth – that is – by inducing Action.
Digital Marketing is today used as a potent tool to capture demand. Digital Marketing fills in the last few gaps in your knowledge you need to take action. It provides you the necessary information you need to zero down on a brand. You need to captivate the audience with a story that convinces him of the merit of the brand. Content. Content is at the heart of marketing online. If you are not providing the missing piece of knowledge needed to turn the desire of a person to take action, then your entire effort on digital platforms is of no use.
Marketing is nothing but building a brand because you want to sell your product not once but over and over to the same audience. You are seeking customer loyalty which is the essence of building a brand. You begin with a story and add chapters to the story overtime. Eventually your small cult develops into a large audience.
According to content marketing institute,
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.
Brands – huge or small – all are utilizing content marketing to edge past their competitors. IBM, Microsoft, Zomato all employ shrewd content marketing techniques. Sites like – Investopedia, Hubspot among others use content marketing effectively. The core of content marketing and Inbound marketing are similar – both attract audiences by providing what they want. Once a relationship is initiated, effort is made to sustain that relationship by regular e-mail, following-up with more useful and relevant content.
Content is the crux of marketing of any kind – online, offline, traditional or through new media.
Content marketing is a necessity today because internet users today use an ad blocker. You need informative content to keep the person invested in you. Until and unless he is getting the information he needs to purchase, he won’t say. If he’s getting the information he needs, trust builds and he is prompted to make a purchase.
Here is an example of content marketing by Coke.
Coke’s campaign, “Share A Coke” was unique as it gave everyone the chance to personalize their drink.
They printed 150 most popular names in Australia on the side of the bottles. And people went berserk. Everyone bought coke with the anticipation of finding their names on the bottle.
The campaign was tried in other parts of the world too.Coke made you feel recognized in a way when you had your name printed on your bottle. Giving personal attention and information you want to hear is at the crux of content marketing.
A study found that 75 percent of marketers are aware that personalization increases customer engagement. But, only 20 percent ever use it. This is the reason why coke has always been so good in advertising their products.
Another noteworthy example of content marketing is from McDonalds.
It focused on altering consumer perception through honesty. McDonald’s in Canada took on the challenge to answer any question anyone asked them pertaining to their brand.
They got around ten thousand questions and McDonald’s answered it all. McDonald’s shared facts not usually shared by the rival brands and people loved the transparency. This was a novel way of disseminating informative content by the burger chain.
And marketing is all about building trust and building strong relationships, isn’t it?
Concluding this piece, let’s try to encapsulate content marketing in 5 steps,
- Tell captivating stories that engage.
- Be honest and provide the information people are seeking.
- Add a personal touch.
- Prioritize, quality over quantity.
- Include pictures in your posts. Remember, a picture tells a thousand words.