Over “615 million devices now use Adblock”. This means that billions of general paid advertisements are being intercepted and blocked before reaching the viewer.
So how do companies go about reaching viewers? The answer: Content marketing.
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action. This entails presenting the product or information you want your audience to know about in a way that they will enjoy and not feel bombarded with. The content produced as a part of this strategy can include a diverse mix, including creative or informational videos, blogs, photos, emails or articles.
To get started in content marketing, you need to have these three questions answered:
- What is the goal?
- Who is your audience?
- Why are you special?
1. What is the Goal?
There needs to be an overall objective to this strategy. Are you trying to sell a product? Offer a service? Bring attention to a topic? Without a goal, there will be no fluidity in the content you are publishing. Also, it’s important that you make the goal clear to your audience. If a viewer encounters something you’ve produced and don’t have a clear idea on what to do next, the strategy was unsuccessful.
2. Who is Your Audience?
After establishing a goal, organizing this strategy toward the type of people you would like to attract is the next step. One of the many advantages of content marketing is being able to reach a wider audience and demographic. Knowing who your audience is allows for you to personalize the content your company is producing. “56% of marketers believe that personalized content promotes higher engagement rates”. This is because personalized content helps consumers better remember a brand.
3. Why are You Special?
Successful content marketing relies heavily on originality. Focusing on and promoting what makes your company different from others will set you apart. Often times this is also what keeps your viewer returning. Originality in your content itself is another great way to gain attention. Producing information in a way the audience may not have seen before is attractive to the consumer.
Today, companies are utilizing this strategy to reach more people and gain attention. In just a few easy steps, your company can be producing quality content that could help your business grow too.