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.
You know, I’ve always been amused by TV shows which offer prizes to the most ingenious inventions, where strange guys with ridiculous gadgets explain the wonders of their shrewd idea.
Then I curl up on my sofa and rub my hands waiting the entertaining defense of any useless gossip. The contestant in question begins with a passionate speech about the virtues of, for example, a bicycle without pedals to walk (only much more uncomfortable). Judge for yourselves:
Anyway, today Forbes publishes an article that has made me think.
For God’s sake! That itself is a great invention. My partner has already broken three glass of his iphone with consequent discussions “you’re a big hand! “, then buying a back cover and paying 150 euros to replace the fragmented screen.
Lords of Apple, buy that patent without hesitation. Believe me, without hesitation.
When I started writing this blog I promised myself not to talk about any topic related to politics or religion because after all, this is a professional blog about our adventures in the world of marketing and communication, and my ideas and values have no place nor interest.
Well, today November 18, I will eat my own words as I write about the Pope Francisco.
I am not a devotee, no sir, but this Argentine on white robe has stunned and amazed me. Never before a pope had captivated in so little time to press, parishioners and recalcitrant atheists.
His vision of marketing and communication and public appearances are worthy of the Pentagon’s communication cabinet for the accuracy and naturalness they are staged with.
The last appearance during the Angelus prayer at the Vatican Square is worth enough to applause and acclaim. A merchandising display with advertising concept to Ease the burden of good parishioner : Medicine ” misericordina “.
I can not describe it. See it for yourself . Amen!
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