The Power of Content Marketing Part 1

One of the things I love most about digital marketing is that things are always changing. When I started Arrow in 2007, SEO was the latest and greatest in the industry. But new methods of marketing are constantly emerging so by 2010, Facebook advertising had overtaken SEO as the technique of choice.

These days a new marketing tool is dominating the market and it’s revolutionised the way we can and should think about marketing. So what is this mysterious and powerful method? Content marketing of course!

Content marketing isn’t by any means a new technique – it’s been used by businesses of all sizes for many years now. However, only recently has it overtaken other marketing methods as the not-so-secret ingredient to success.

According to the Content Marketing Institute, “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” [emphasis added].

The most important part of this definition is the word valuable. It is value that distinguishes content marketing from ‘regular’ content and is what helps it stand out from the rest of the noise posted online daily. Content marketing isn’t about posting meaningless words, photos, videos or updates ten times a day; quite the contrary. It is about useful content that always provides value to consumers.

Content marketing is also about creating and sharing content that people want to consume, not content they actively avoid. Great content marketing should encourage customers to seek out your brand and to eagerly anticipate your next online activity. This means the content needs to be extremely high-value and engaging – we are talking about quality over quantity here.

Any and all businesses can benefit from implementing a content marketing strategy. Those that do are likely to be at the forefront of the industry and are well-placed to become (or remain) thought leaders in the industry. Those that do not risk losing prominence and fading into oblivion.

There are a number of specific reasons as to why content marketing is so effective at seizing the attention of consumers and retaining market share.

Loyalty

Content marketing helps to establish loyalty in prospective clients before they have even become your customers. This strategy allows you to spread awareness of your brand so when customers are ready to make a buying decision they already feel a loyalty and connection with your brand and an inner expectation to give back to your business for providing such high-value content in the past.

To remain at the forefront of your prospective audience's mind, it’s important to provide consumers with simple, easily digestible content that will actually help them. This could be downloads, templates, cheat sheets or checklists, depending on your business. Say for example your company is a business law firm looking to begin content marketing – you could begin with creating a downloadable guide that educates users on How to Frame Agreements So You Don’t Have Legal Problems.

Once you have given customers a sequence of content such as this, they will start to think of you as a kind of authority figure and when the time comes that they need legal advice, they are likely to become customers.

According to Forbes, “Content marketing taps into the first two stages of the buying process by raising awareness of solutions and educating consumers about a product they may have never considered before.” Teach customers; provide solutions to their pain points; and offer relevant and valuable content and you will be well on your way to creating loyal customers who will stay with your brand for life.

Content is King

Content underpins everything. If you think about it, each and every marketing strategy relies on content. Whether it’s SEO (your content needs to be high-quality and rich in relevant keywords for Google to rank you well) or social media advertising (compelling photographs, videos, and text are what the entire concept of social media marketing are based on), content is at the heart and centre.

And while anyone can create mediocre content, great content needs to be well thought out and impeccably well researched. This includes researching your target audience and the changing nature of their buying habits and engagement with your brand.

For example, café owners need to understand that audiences are turning to social media channels like Instagram to engage with the hospitality industry. Understanding this allows you to use content marketing appropriately – there’s little use writing regular blog posts if none of your prospective clientele will ever read them; instead, you could invest in high-quality photographs of your products and post regularly on Instagram as this is something audiences are more likely to appreciate and respond to.

Content also helps customers understand what your business does for them behind the scenes. Many become disillusioned when they can’t see exactly where their money is going and this is a real issue in the services industry. Creating content that explains your processes while your customers are waiting to receive value for money is an excellent way to keep your clients happy and engaged while you work to get the job done.

The Law of Reciprocity

The Law of Reciprocity states that if you do something nice for someone, they feel almost obligated to do something nice in return. This psychological phenomenon is something you can and should be taking advantage of in your business. Firstly, demonstrate and offer value to your audiences so they experience your brand at no cost.

This is when reciprocity comes into play – once you have provided a constant stream of value to a person your brand be etched into their brain. If and when the time comes that they need a product or service that you offer, your business is likely to be front of mind. The client is also likely to feel like they owe you something as a result of the value you have provided to them in the past.

Content marketing is a chance to target customers long before they need to purchase your product or service. Why not get a head start over your competitors?

Ascension Marketing Model

Marketing doesn’t stop with creating compelling and valuable content. In particular, content forms the basis of your businesses Ascension Marketing Model. An Ascension Marketing Model is a map that shows how customers engage with your brand and move through your business.

Ascension Marketing Model. From: My Future Business

So for example, you would firstly offer free high-value content so users become familiar with your brand. Next, you add a little more value and provide slightly more intensive content – perhaps this delves a little deeper into the intricacies of your industry or problem. Next, these users may have a need for your product or service and with your business front of mind, they may decide to purchase one of your lower end products.

From here it is up to you to guide these new clients through the business, taking them from low value to high-value customers. Content can begin this process but it can also help the transition to turning everyday customers into long-term, high-value clients.

DOWNLOAD: How To Create An Ascension Marketing Model In Your Business

The Big Question: Does it Work?

While the data speaks for itself, sometimes people need a little more convincing. If you want to know whether content marketing is truly worth your time, think about what you’ve paid to see or engage with lately.

Did you see The Lego Movie? Yes? The simplicity of this strategy may shock many, but Lego didn’t invest in a feature film simply to create a sell out at the box office; the film was one big commercial for Lego and is arguably the ultimate example of content marketing. In fact, since its release, Lego has overtaken Mattel to become the largest toy company in the world. Coincidence? I think not.

How about this – did you jump with excitement when you finally discovered a Coca Cola bottle with your name on it? Did you snap a photo, buy the bottle and grab one for your friends while you were at it? Again, you were drawn into a content marketing scheme from one of the world’s biggest brand.

It’s clear that content marketing works. The real question is how much longer are you willing to wait before implementing this effective strategy in your business?

To find out more get in touch with us today on 1300 766 665. We are also offering highly sought after Ascension Planning Sessions – book here.

Stay tuned for Part 2 when I will discuss different types of content marketing and provide a guide to making content marketing work in practice.

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