We have officially become resilient to the world of traditional advertising.
We fast forward through TV ad’s, flip through magazines and don’t even register billboards or posters.
It seems virtually impossible to get a consumer’s attention these days.
Or is it?
Smart marketing means putting Content at the Forefront
You don’t have to be a genius to work out that most people spend a lot of time online these days.
In fact, UK consumers now spend one in every 12 minutes online, so it only makes sense that this is where we need to reach out to them but how?
Specifically, content marketing.
Defining Content Marketing
Content marketing can be defined as:
‘a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action’
In layman terms, this means creating useful content that appeals and resonates with your target market which keeps them coming back for more and eventually turns them into that all-important customer – and a loyal one at that.
Content marketing is all about creating owned media, which turns into earned media.
Think about Red Bull for a second.
You may think ‘Oh, it’s just an energy drink’, but it’s so much more than that.
I bet you didn’t know that Red Bull is now a media company with 135 staff, borne out of the success of its content marketing strategy and focused on brand building, creating loyal brand advocates.
With 5.2 billion cans of Red Bull sold in 2012, its safe to say it’s a pretty successful media company.
Red Bull is King when it comes to Content Marketing
Red Bull has become synonymous with extreme sports and with that theme at the heart of its content marketing strategy, it’s become the benchmark for a company that provides great content.
Red Bull’s content is vast across a wide range of channels and formats, including print, online video, online radio, newsfeeds, music, social networks, digital magazines and even film.
Owning 900 different domain names spread across 36 languages, Red Bull has become King of content marketing.
Currently, it’s YouTube channel has over 600 million views putting Red Bull in the top 5 sports producers on YouTube in the world.
Pretty impressive for just an energy drink company, huh?
How can Content Marketing Increase Sales?
So, what can we learn from Red Bull?
Well, number 1 is that they are not just creating content for content’s sake.
First they learned how to entertain people, then they focused on creating online conversations around their brand.
Then they learned how to monetize their content.
And that’s the key.
Whether it is e-books, licensed images, monthly subscriptions or a straightforward e-commerce sale, content is how you will get consumer’s attention online.
Invest in a Content Marketing Strategy
Content marketing in an art form that takes a lot of thought, time and research to refine.
Your content marketing strategy needs to be on point to resonate with your target audience, gain new customers and retain them.
Content marketing is not about selling – it’s non-interruption marketing.
Your customers come to you through providing consistently relevant and useful content, and in turn reward you with their loyalty and custom.
Do you have a content marketing strategy in place?