Content marketing is a cost-effective and authentic way to bring your audience closer to your brand. Here are five reasons your brand should be investing in content marketing.
As brands are increasingly waking up to the importance of content as a fundamental building block of their marketing strategy, the question for many remains: “What should my content be about?”
As the Content Strategist rightly pointed out in this article, it is easy if you’re Nike or GoPro or some other inherently cool brand. But what if your business is banking or insurance… or washing powder?
1. Actions speak louder than words
While it’s often a good idea to sing your brand’s praises, talk is cheap. In business, as in life, what really counts is showing your customers how cool/ interesting/ethical/committed/relevant you are.
Your content is the best evidence of your expertise. Nobody knows your brand, product or even market better than you do and content marketing is a great way to position your brand exactly as you want.
At the Loeries Seminar in Cape Town last week, themes on storytelling and human emotion in marketing were hammered home. “The intersection between linear storytelling and social engagement is the next big thing,” said opening speaker PJ Pereira, quoting Dreamworks’ CEO Jeffrey Katzenberg.
An SEO copywriter walks into a bar, grill, pub, public house, Irish, bartender, drinks, beer, wine, liquor…
That joke did the rounds on Twitter in early 2011 and the reason it was so popular was – well, let’s just say it wasn’t SEO.
Show, don’t tell – a writing technique as old as Ernest Hemmingway – is an apt mantra for a more recent phenomenon: content marketing.
The key to content marketing is building a culture around an industry or a mindset without constant reference to a brand. Story making not telling, it’s building the world in which your product must live. It’s creating a market where one previously did not exist by creating a demand for a way of life that you can offer.
Dove’s Real Beauty campaign is one of the best examples of content marketing.