Content marketing

Retaining customers– Rules of content marketing

What is content marketing?

Now–a–days, everyone leads a busy life and no one has the time for anything that isn’t relevant to their needs. With these changing times, advertising methodologies have also changed. Traditional forms of marketing and advertising have taken a backseat now. Market experts are coming up with newer and better marketing alternatives.

Content marketing basically involves the creation and sharing of media and publishing valuable and relevant content in order to acquire and retain customers. The keywords here are ‘valuable’ and ‘relevant’. What the public wants is straight forward information with no gibberish. Content marketing is non – interruption marketing. Instead of vouching for a particular product or service, this form of marketing delivers information that makes the buyer more intelligent.

Pros and cons of content marketing

Each coin has two sides! Here are some pros and cons of this emerging form of marketing.

Pros

• Evoking emotional response

In order to do so, you must produce meaningful information. Doing so creates a great opportunity to attract readers, following and loyalty. Creating an emotional connection is pivotal, especially in the case of social media.

• Increases chances of popularity

This is closely related to evoking emotional response. When a person is attracted to a particular product or service, he/ she may also inspire others to avail the facility. This increases the brand’s popularity amongst masses.

• Become a reliable source of information

Content marketing is all about producing relevant information. Thus by doing so you not only increase the value if your product or service, but also attract the target audience while making a formidable reputation for yourself as an industry leader.

Cons

• It is not easy

It takes a substantial amount of diligence and organization to manage a thoughtful content marketing strategy. Thus, it is important to invest into qualified people to direct your marketing campaign in the right direction.

• It is costly

Talent comes at a cost. In order to hire professionals to create a marketing strategy, you should be prepared to lighten your pockets.

Rules of content marketing

The design of a marketing strategy may differ from person to person. But there are certain basic rules that all strategy planners live by.

• Know your target audience

The only way to succeed is by knowing your target customers well enough. To get a better idea, it is advisable to consult the customer relations manager of the company before you start planning a marketing model. Also, put together a list of questions and concerns based on the buying cycles and customer feedback. This will give a better insight into the woes of the prospective customers and will help in serving them better.

• Start a blog

An important thing to remember is that a blog should be the centre of your content marketing strategies. There are many reasons for that but the primarily because blogs fuel content marketing, social media, SEO, lead nurturing and entire sales process. Your blog should look like a storehouse of information pertaining to your product or service. Make use of every opportunity to go social with your brand’s product. Ensure that you do so only if you have some valuable piece of information to share.

• Create a powerful and meaningful website

All said and done, the main aim of any marketing strategy is to drive people to your website. Thus, make sure to dedicate a lot of time and effort into building one. It should be user friendly and full of relevant information.

Content marketing and plagiarism

There is a thin line between taking inspiration from a good article and downright plagiarism. There is nothing wrong in being inspired by a good blog post or article; but plagiarism has serious consequences. It tarnishes the reputation and image of the concerned company. Moreover, it decreases your credibility as an author. Many legal ramifications also come along if you are caught for plagiarism.

Conclusion

According to Roper Public Affairs:

• Around 80% of business decision makers prefer to get company information in the form of a series of articles rather than advertisements.
• 70% of them feel that content marketing brings them closer to the sponsoring company.
• 60% of them feel that they are able to take better decisions with the help of company content.

These statistical values say a lot about the impact of content marketing. Quality content is an essential element in all forms of marketing. Thus, regardless of what tactics you use, content marketing should be a part of that process.

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