Sure you have heard the term “content marketing” or might have also heard “inbound marketing”.
It is increasingly common to use strategies based on generating certain useful and interesting content for your target, in order to generate a positive perception of the brand content. That is content marketing.
To do so, different channels are used to attract potential customers. Blogs, social networks, specialized forums or websites are just some of them.
In addition, the updated content helps generating traffic to the site and therefore improves the SEO positioning of the company or entity.
Versus traditional mass advertising which “shouts” everyone the same message, content marketing seeks to address only to a specific audience niche supplying them information of interest.
In this way it is possible to unite a brand or product to the community and build confidence to consumers.
A practical example:
I have a few years old car and I’m thinking of changing it. In the 90’s I would have visited several dealerships and would have expected the salesman to attend me. Therefore, the car brand had all the eggs in one basket about my purchasing decision, which rested squarely on the skills and expertise of the sales force.
But as we are in 2015, I must confess that in just 15 days I have become an expert on engines, exchange rates and finishes of the 4 models that fit my needs. I know practically everything about their browser, their behavior in city and highway, their consumption and performance. All of it without moving from the sofa thanks to comparative tables, test videos and articles published in the brands website and others’ pages.
When I finally visit the dealership, I’ll have made a decision that will only depend on the final price they can offer. Thus, the brand will captivate and convince me in a little intrusive way. Therein lies the crux of the matter.