Why Content Marketing Matters
Consumers are resistant to every form of traditional marketing. Think about how often you pay attention to advertisements in newspapers, television, magazines, and even billboards. Yet companies are pouring millions into these marketing efforts with little retention.
Instead, take a strategic approach to content distribution. Content marketing involves creating relevant, valuable, and consistently delivered content to your customers. By developing a content marketing strategy you have a greater chance of converting attention into sales - through content that engages, informs, and entertains.
Firstly, respect the psychology of your target audience and the platform you are reaching them on. A thirty-year-old mother of two is thinking completely different things when interacting on Facebook vs. Pinterest. Therefore, your message needs to be altered for every platform in order to have the best affect.
While brands may think this is confusing and unnecessary, too niche, or too hard to develop a range of messages for each platform – it’s the opposite. Instead of broadcasting a television commercial to everyone in the hopes that your target audience might see it, and therefore delivering a general message to appeal to the masses, you can deliver super specific messages with targeted advertising on social media. For example, you can use Facebook Advertising to reach 13-22 year old females, interested in soccer, who live in Sydney. You can’t get more specific. So, what does this mean? For starters, higher engagement with your content, higher chance of sales, and money saved by only paying for the audience you want.
It’s a no brainer.
But (and there’s a huge but) brands cannot push out content that has worked for them on print, television, and radio. Blasting your audience continually with ads about your brand, detailing your products and sales will only turn them off. Forget what content you like, and develop content you know your audience likes. Continuing with the 13-22 year old female example, you need an in depth knowledge of trends and popular culture in order to keep delivering them relevant messaging.
In summary, take your sales objectives and place them behind creating insightful and entertaining content that is going to provide value to your audience. Engage first, sell last.