"...Because communication done well can be called art and because art is a beautiful form of communication that goes beyond any prejudice and constraint. Because It’s Art Darling, It’s Art!"

It’s Art darling, it’s Art !

by Anca Ungureanu

ART / COMMUNICATION

Content marketing: the full part of the glass

No introduction is needed for this post, because it touches a subject that every marketer has been talking about for the last few years. I humbly consider myself one of them, so I feel the need to share my thoughts on this topic and underline how we can fill a glass with good or bad content. More so, in 2015 when we’re seeing more and more brands or endorsers abusing this concept, without showing a real knowledge of the what they are implementing. Maybe they’ve heard it’s cool to film yourself with your mobile phone and share the video on Facebook, regardless of the fact that you might have nothing of substance to say, or that the topic might not appeal to your public.

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Source: www.thecreativecoast.org

If a decade ago the main “weapons” we used, were the messages about the brand, the company and its products, since 2014, 93% of the marketers started to use content marketing, as a response to the increased resistance of the public towards commercials, and to the need to differentiate between competitors.

Most companies that have something to sell, are doing it indirectly now, through content marketing. Most of them have something to say every week, because they consider is more efficient than a paid commercial. The most popular playing ground for the online content is the social media, where people are consuming and sharing more content than anywhere else. And the results are easily proved: when it is well done, studies say that content marketing brings 6 times more conversion rate and 3 times more leads, being 62% cheaper than any other tool.

Just for the sake of the conversation, I feel the need to define what content marketing is and via Google, I found some good quotes that I would like to share with you:

“Content marketing is the bridge between what consumers want and what your company can offer.”
“If marketing means telling people you are a rock start, content marketing means showing them you really are one.”
“Content marketing means to talk with the people and not to talk to them.”
“Content marketing does not mean to tell good stories but to tell real stories.”
“Content marketing means to adapt to people’s need of being informed, instead of being seduced with nice words before buying you.”

I strongly believe content marketing is an umbrella that covers strategies, techniques and tactics, an umbrella that was conceived with a precise aim: to reach business objectives and touch a very precise audience on all possible levels, with the message they are expecting from the brand. This can be a text, a video, an image, a pod cast, a song or a game.

Communication through content, promotes the brand indirectly along with its products and services, but should not be considered advertising. It is more than that. It’s a form of customer centric communication, which revolves around the needs and expectations of the consumer and not the product itself. It is more like a form of education that is trying to give something valuable to the consumer, before selling him the product.

The good content attracts, informs, convinces, helps and involves the customer. It gives valuable answers to all possible questions. In this way the exchange becomes natural and helps position the brand as a giver, which decreases the consumer’s resistance towards the product that is being sold, through a commercial message.

The basic and simple idea is: if you offer people something which has value for them, in a constant and accessible way, they will pay you back, by becoming your loyal customers. Easy right?

Yes if you get the 5 golden rules from the very beginning:
1. Your communication is not defined by you, but by your public. So always be contextual and in line with the current needs and conversation topics.
2. The content you offer has to be conceived as if it was created for each individual in particular.
3. If your customer is looking for positive stories, you have to give it to them. Don’t forget: these have to be real stories! Don’t fake it, they can tell. Never underestimate them and never bore them.
4. If your customer looks for practical, useful information, you have to give it to them in a way in which they can’t find it anywhere else.
5. If your customers wants to be seduced, do it, but with real stories. Never give up on them.

May your glass always be full of good content!



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