Advertisement and marketing have come a long way from infomercials that were propagated around the early stage of television. One can distinctly remember that brands were all about presenting their features in the most objective and clinical sense, talking about their benefits in comparison to other brands.
Of course, this all changed around the 1950s when the Marlboro Man galloped towards the advertisement scene and all of a sudden, marketing was all about lifestyle. Marketing was then geared towards the question: how will this make you feel?
It is all too common to see witty commercials or dramatic commercials. Commercials that are catered to arousing an emotional response from people are seen practically everywhere. One could even say that these products have been exhausted enough for people to tune them out.
In the age of information and the glorification of science, it seems that people once again crave the presentation of a product’s features. The need for gripping stories and information has since then been bridged by the dawn of content marketing.
What is content marketing?
At its core, content marketing is a strategy or approach that emphasizes propagating the popularity of a product through relevant and attractive information surrounding the product. As far as trends go, constant product placement has been a point of exhaustion for most consumers. Hence, content marketing alleviates that exhaustion by introducing facts and a narrative about the product without directly talking to people about it.
Think of it as setting the stage for the product to become more attractive and telling people what it is about their lives that will make them need several features of the product that you’re selling.
Content marketing come in different forms, one of the most common ones include:
- Articles
- Audio
- Vlogs / Informational Videos
- Infographics
- Email Marketing
- Case Studies
When it comes to content created on the internet, content marketing will often engage with search engine optimization strategies to increase the visibility of a product. Whereas partnering up with influencers or creating narrative and informative content works really well in the video format.
How do you properly execute a good content marketing strategy?
1. Quality content
One of the easiest ways for your content to get lost in the sea of content that is widespread around social media platforms is for it to sound repetitive and for the information to be largely invaluable. Not only will people ignore empty articles but search engines like Google tend to deprioritize sites that have duplicate content, have links that are not credible, and content that is not necessarily useful.
Of course, to succeed in this aspect it is important to do market research and find out the topics that people respond to.
2. Audience-centered content
Consumer research is particularly important in this aspect of the strategy. Knowing who you want to cater to or your target audience is crucial towards creating the specific content that you want to produce. Questions like whether to go broad or deep usually depend upon the necessities of your brand, but the fact that the content has to be audience-centric is especially important.
Meaning, that it should not be promotional and must be geared towards informing your audience about things that might better their lives.
3. Create authenticity
It already feels like a running theme in this article but ensures that your content does not feel like a marketing ploy or a public relations scheme. Audiences have shown a leaning towards authenticity in recent advertisements as it is more grounded towards an honest relationship between the brand and the people. You can do this by making sure that people feel like they’re being heard.
Leverage content marketing for your business with CM Tribe today!
At CM Tribe we practice what is known as behavioral insights marketing. Essentially, we take the time to first understand your audience so we can provide the right kind of content for them. Our approach to content marketing involves content writing, infographics, and explainer video marketing. Get started with CM Tribe today!