Saturday night prime-time television – those shows that you’d wait all week for. You’d settle down with your family dead-on 7pm, dinner on your lap, ready for whatever US TV series, soap or gritty drama was being shown to the masses. Then it’d be over and you’d repeat again in seven days’ time.
Now, with countless channels, streaming services and on-demand apps, you’re not only spoilt for choice, but you can also pause live TV, skip adverts on music videos and filter what you see displayed on webpages. Just as technology has changed over the decades, so has the traditional mode of marketing. It might be different, but is it harder?
That’s where content marketing comes in.
While previously, businesses have previously run on the idea of ‘sell, sell, sell’, the constant barrage of information consumers receive quickly gets frustrating – especially now people can be reached 24/7. Content marketing is essentially communicating relevant information… without selling. You’re casting a wide net to prospective customers and building a community around a topic people will be interested in. You’re giving your audience useful information, humourous copy, interesting images, intellectual talking points – you’re influencing their behaviour and making them think differently.
The buying behaviour has changed over the years and keeping up with what’s new and topical can be tricky – it can feel like you’re being stretched in one direction, then a week later, people are fawning over something else and you have to change your whole approach again. That’s why creating a content marketing strategy is so important – it helps you to stay connected to your customers, retaining those repeat buyers, while attracting new ones.
So, you now get why content marketing is awesome, if you didn’t already. Great. But… the actual ‘content’? What are we actually talking about here?
- Video – sharing videos is one of the most popular past times for people today, helped by a whole array of hosting platforms, like Youtube, Vimeo and Vine. Where animations can make your brand more personable and friendly, live action clips, like interviews or testimonials, can help to build an honest picture of your company.
- Infographics – infographics are a handy way to illustrate information to readers without bogging them down with reams of text. Usually dull things like statistics can be presented as comical graphics, helping to get across key messages to your customers.
- Blogs – websites like Cracked and Buzzfeed are regularly shared on social media. While they might purely be topical blogging websites, their casual style and ‘click-bait’ type headlines are magnets for the everyday web-surfer. Experiment with different styles, images and formats. Amusing countdown lists like ‘7 things you never knew existed in…’ or ‘4 lessons Taylor Swift can teach you about…’ are great for creating intrigue.
- Ebooks – people always want to learn something new, so why not do some research around your customers’ common bugbears? An Ebook can present information in a clear way, offering solutions to problems, tips and hints and easy exercises people can do in their own time. This is also a great way to capture people’s data, helping to build up your customer base.
Content marketing was built in this digital-heavy age and with more than 3 billion people now online, you have a pretty good advantage when it comes to capturing your demographic…
Looking for Content Marketing? Then click to contact us today to find out more! We look forward to working with you!