Marketing tends come and go with the times and marketers are always trying to predict the future for the brands that they work with. Their goal is to catapult their client to the front line of their competitors and make them *the* top name in the industry.
Content marketing was named one of the top ten trends driving the future of marketing by Forbes. User generated content – specifically mobile friendly visual content will continue to be a front runner in the marketing trends for 2015.
Content marketing is any marketing that involves the creation and sharing of media and publishing content in order to acquire and retain customers (Wikipedia). The focus on content creation is relevant content that drives profitable customer action (sales).
The important word in this definition is the word “valuable.” Traditionally, consumers avoid blatant advertising pitches. In digital marketing, consumers have become so accustomed to ads in the sidebar of websites that many tune them out. In television marketing, the break for advertising is when people get up to grab a snack or use the bathroom.
The goal of content marketing is to provide content that consumers WANT to see. It needs to provide some value to the consumer so that it in turn drives a sale that benefits your client. When working with bloggers, it comes down to having them create content that your customers will find valuable and useful. Here are just a few examples.
The key is to find out what your target market is looking for or what problems they’re having. Then you need to create content that provides this information or solves this problem. It’s our responsibility to create content that our customers want to engage with. Test out a variety of possibilities with your audience. What works for one may not work for another.
How do you use content marketing?