To discuss a subject, it should initially be characterized. What is this content advertising that pretty much every advertiser and advanced communicator is talking about right now? What’s more, the thing is content promoting not?
Content advertising is the specialty of reaching out to existing or possible clients through a tremendous web-based substance in light of a substance procedure without straightforwardly requesting that they purchase items or administrations. At first, the point is to arrive at a particular objective gathering and hold it for all time. Eventually, the client ought to be persuaded to purchase by adding esteem.
From Paid Media To Owned Media – Companies Are Becoming Publishers
What might peruse innocuously on paper or the screen has broad ramifications for the whole corporate correspondence. At last, this implies that brands are becoming distributors – and should go about also. There is a change from paid media (customary promoting) to claimed media through content showcasing.
This is frequently a vital stage since advertising should be re-learned and reevaluated. It’s not to the point of routinely creating articles for a blog or to begin individual substance crusades – that is not (yet) content promoting. Be that as it may, sit back and relax. The work will be lavishly compensated: We will clarify what benefits this brings and why it is impossible to get around trying this change to content showcasing incorporating correspondence.
Reasons For Content Marketing – Why It Is Necessary
There are several factors why content marketing has become imperative for businesses. Here are four essential points:
- The failure of the previous online marketing: The click rates of banners are in the per thousand range and are continuously declining. Innovations such as real-time bidding and personalized advertising have hardly brought any improvement. The triumph of the mobile Internet is driving the banners’ loss of relevance: banners barely work at all on smartphones and tablets. New means are therefore needed to reach users.
- SEO: Google likes good content: Classic SEO suffered a “fate” similar to banners. Nobody talks about keyword density anymore but about content quality and length of stay. Here, one of the engines is the Google algorithm, which is increasingly filtering according to the value of the content.
- The customer journey has become more complex: Thanks to digitization, interested parties have many more opportunities for comparison – one also likes to speak of increased maturity among customers. They ask their online friends, look at comparison portals, and sometimes Google their fingers sore. In this respect, the customer journey has become much more heterogeneous. Content marketing is a beautiful tool to dock at every trip and provide relevant information.
- Social media: The mass communication market has changed radically: The mass media are losing their dominance in the communication market through social networks. This is also felt by marketing that only focuses on this gatekeeper. If you want to stay in the conversation on social media and not get lost in the stream of mass content, you have to provide relevant content.
What Goals Can You Pursue With Content Marketing?
The above should clarify: content marketing is more than just entertaining users with excellent content – it is a strategic imperative for contemporary communication with the target group. But what “can” content marketing do that other forms of communication cannot? In short, users are persuaded by their drive and thus “voluntarily” become customers, leads, or brand ambassadors.
The reason? Users are not looking for advertising on the Internet. They are mainly looking for news, tips & tricks, and entertainment – in short: content! The content must give users the feeling that they have arrived at the right channel and that something unique is offered there. They should “get stuck” and feel better informed when consuming the content afterward.
Who Is Content Marketing For?
Since content marketing is such a broad area with so many possible uses, every company can benefit from it – whether B2C or B2B, an international corporation, a medium-sized company, or a small company. In the B2B sector, in particular, many products require explanation, mainly for a top target group – this means enormous potential for well-done content marketing. Major brands such as Red Bull, Coca-Cola, and Nestlé have long been demonstrating how high-quality corporate content can inspire enthusiasm in the consumer sector.
The three companies mentioned undoubtedly have the necessary financial power, but the content of the target group can also be won over with significantly smaller marketing budgets. Many companies have an enormous treasure trove of know-how on a specific topic that needs to be dug up. With the help of a few small, effective adjustment screws, excellent content marketing can result. Regardless of the budget question and the target group, it is no longer whether you do content marketing but how you do it. This is also shown by a look at the results of various studies.
