Content is king. Content is your weapon of choice in the attention of war. Content is about quality. We need to publish when and where it matters to your audience. You need rich and varied content formats and media. And the most important thing is that your content needs to be credible, useful, entertaining and relevant. Content is about quantity. And now, the businesses are playing with this content only to market their products and services. Yes, you got it right. We are talking about content marketing.
Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience- with the objective of driving profitable customer action. The main purpose of content marketing is to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior. It is the art of communicating without actually interacting to your prospects and customers. Various marketing agencies use content marketing to market their product such as P&G, Microsoft, Cisco Systems and John Deere.
Content marketing has become the biggest form of marketing, content creation and publication is at an all-time high, and also marketing budgets designed traditionally budgets are being reallocated to content marketing efforts. However, various ways are present to enhance your content marketing.
- Use display advertising to introduce to your content to a new advice:
We can instruct Google with Google Display Network (GDN) to display the ads on websites based on the content of each website. With its vast reach (80% of online audience), GDN will help in reaching to introduce the content to new potential customers. GDN can be easily used to enhance content marketing. For Example:- Let’s say you are an investment agency and you produce great content but it doesn’t reach the potential customers. Your potential customer is one who stays updated by reading financial information from top websites only. Because of your potential customer’s personal consumption habits regarding the information to be obtained, you have been unable to get your content to him. GDN solves this problem. Here, are few advantages of using GDN :-
- Using GDN service, there is a big advantage of getting implied endorsements:- Your ad is appearing on site such as Forbes
- A business can get its content in front of users who wouldn’t have seen it.
- Using re marketing to introduce new content based on known interests.
With the advent of technology, ads follow you on very web page of the internet. Cookies help the companies to track users on every web page they go and then you can follow them around to other sites on the internet and show them relevant ads. Let us explain re marketing by one example:
You are a content marketing strategy and two visitors come to your site.
- Visitor A reads an article on landing page optimization
- Visitor B reads an article on blogging for business.
You would then set two distinct re marketing ad campaigns. The first would follow Visitor A with an ad that promotes your e-book titled How to Optimize Landing Pages for Lead Generation. The second re marketing campaign will promote your e-book titled 5 steps to business blogging.
- Using Facebook to introduce your content to a highly relevant audience
Facebook has 1.35 billion monthly active users and it is unlikely that a business won’t get their potential customers. The network allows demographic targeting. Let us explain it with an example as to how Facebook can be used to enhance content marketing:- Suppose, you run a dating service at Boston. Even though you created a slick new video to promote your service, no one is viewing it. You know your customers spread across the country uses Facebook, but you don’t have many followers on Facebook . So, when you post the video on Facebook, you reach the same small group of people, who have become tired of your content. The reach of the content to a highly relevant audience can be easily achieved through Pay per Click (PPC) campaign. Use demographic targeting will help to show your ads to people who are single and live in the Boston area; your ad features your latest video seminar: How to Meet That Special Someone in Boston. The reach of the content to a highly relevant audience can be easily achieved through Pay per Click (PPC) campaign.
Future of Content marketing:
Now, businesses are using interactive content marketing and it is predicted that in 2015, many businesses will use interactive marketing. Interactive content marketing is a strategy that uses the personal information of your users to generate a unique, customized experience. For example, re marketing advertisement display ads for specific products to people who have expressed interest in those products in the past. There are several actions which businesses can take to get itself ready with the dawn of interactive marketing. Following are the ways:-
- Start collecting data on your customers. Find out exactly what their needs are and what they don’t want. Using qualitative and quantitative research is very helpful.
- Emphasize user input. Before writing anything, ask reader’s opinions.
- Work on open-ended content. Instead of writing an article with an introduction, body and conclusion of the topic, experiment with articles that explore a specific premise in multiple different directions.
Also, in 2015 it is predicted that marketers are in need of a content hub. It means to somewhere to centralize their content strategy and combine all of the aspects into one stop shop.
Thus to survive in this competitive environment, every marketer has to change himself with the current needs and be more customer centric. Content marketing with the use of technology can take businesses to new heights.