Content marketing is not as complex a strategy as it may initially seem – in fact, it does what it says on the tin. We create and share online material that is tailored specifically for your audience and branded specifically for you. We market your content – simple!
How does content marketing work?
We’re bombarded with marketing messages every day, in our emails, on our phones, via social media and adverts on YouTube. These messages aren’t always relevant to us, and they’re not always useful or interesting. Content marketing is quite different from the one-off ad in the paper or the shout out on the radio. Content marketing done right means that we’re able to target the people who want to see your product, who want to know about your brand, and who are most likely to engage with your content online. Done correctly, it shows your customers that you care about what they want to see.
Why should I consider content marketing for my business?
Because people only buy from companies that they can connect with. It’s true – look at the company, GoPro. At a recent content marketing strategy summit, the leader of GoPro said
“We’re not just a camera company anymore. We’re an enjoyment platform for people all over the world to watch.”
And they’re right – GoPro videos are widely watched online, because GoPro are one of the best brands at building user-generated content. They know that in order to sell cameras, they have to give their customers what they want – proof that their cameras are worth buying.
They do this by sharing the videos of existing customers having a great time, and now have 4 million subscribers to their YouTube channel.
You see, content marketing isn’t just about selling your products or services. It’s about becoming a reliable, trustworthy and interesting brand that people want to hear from and be a part of. Using storytelling, we can create a rich backstory and use content to promote your business, not just sell your products.
This is not about a smack-to-the-face sales pitch.
This is a long-term strategy to entice people to your company with relevant and useful content. That way, when a potential client wants to buy a new pair of shoes, they remember your eye-catching brand and your live stream of that event, and they automatically come to you over your competitors.