Gone are the days of yell and sell. Of customers opening a newspaper, seeing an ad, and interacting with a brand once.
In 1984, a person was exposed to 2,000 ads a day. Nowadays, we are exposed to 5,000 ads every day! Between a barrage of messages and ad blockers, marketers need to be smarter about their online outreach strategy.
Customers crave real content that entertains, educates, and delights them. Content marketing is a long-term approach that brings traffic to your website, boosts SEO, establishes your brand as a trusted authority, and sets the foundation for lifelong brand ambassadors.
What exactly is content marketing? Content marketing distributes valuable, educational content to attract and retain a specific, defined audience – and, converting them to purchase products and services.
Say you own a tea shop. The first step is plaster Facebook with product posts, right? Not quite. To be a successful content marketer, you have to think beyond your product. Think about what kind of questions your customers would search online for.
Before you gush about green tea, or ooh about oolong, you’d want to release relevant content to your ideal customers across a variety of channels. A blog post about the best times for steeping. A video showcasing the farmer or how the tea is harvested. A Linkedin article about why your afternoon pick-me-up should be tea, not coffee. Or an email newsletter that highlights health benefits of tea.
According to Demand Metric, content marketing costs 62% less than outbound marketing (traditional platforms talking only about the product) and generates three times as many leads. It doesn’t require extra cash in the long run. Once you build it, customers will return to learn about lifestyle AND your products.
So the real question is, can you afford not to adopt content marketing? Get started here.