5 Reasons You Need a Content Marketing Strategy to Turn Your Brand Around
Advertising and broadcasting have been the comforting duvets and tools of marketing for a long time now. However, they had their limits. Even the stars have started losing their sheen. As social media opened new avenues of news and knowledge and blurred geographical boundaries, people are inclined towards real relevance over glittery glam. There was a gap which advertising alone could not fill. Thus, content stepped in to fill the caveats, and marketing as an ally to elevated it as a complete strategy to brand’s time-induced woes. This was how Content Marketing came to be.
How can content make a difference?
Let’s take the oldest and most worn-out yet most relevant example to prove the same to you. Nearly fifteen years ago, Dove conducted an experiment wherein it wanted to know as to what the perception of women regarding their own beauty and self-worth is. To their utter shock, only 4% women thought that they were beautiful, the rest critiquing themselves to the point of believing that they are ugly. To make matters worse, beauty brands never played on the positives. Rather, they used the insecurities of women and highlighted those to sell their products, using the most perfect women in their adverts and setting that as the ultimate standard. Dove, to counter the same, came up with the ‘Real Women’ campaign, wherein they decided to not only do away with the practice of taking perfect celebs on board, but also undo the exercise of highlighting either oily skin, dry skin, acne, or any other skin problems. Their USP was just one: you are beautiful the way you are, and we as a brand offer you a product which will make you feel beautiful inside out, your way.
The result? Dove as a brand has sustained itself in the market over the years with this thought in place. With each new campaign they come up with, every new survey, or every new content exercise, they never forget to emphasise on their core thought of ‘Everyone is beautiful’.
Content today is the most powerful tool which can escalate your brand and business to new heights. Here are a few relevant reasons as to why you need content marketing strategies to up your game in the market.
Invention of Iteration
You have established a thought. Great. Now how do you make sure that it remains in the psyche of the audience? The answer is content. And how do you make sure that the content is relevant for a long time and broadcasted to the relevant audience? Content Marketing is the answer. While adverts in the past made sure that those were broadcasted at regular intervals and prime-times in order to make their presence known in the psyches, they became redundant and boring way too soon. Content, on the other hand, comes in such variant forms that there is no one way which can rouse a yawn amidst the consumers. While it may be a video at one point of time, it can be a social media series at another, or may be a list of articles getting published on various platforms. The key is not only to iterate to form an identity, but also to invent to maintain the factor of interest. This will help your content be unique, original, and constant in the minds of people, even if the thought behind it may be an inspired one.
Tapping the Social Spirit
What is the quickest way to spread information (and misinformation) in today’s world? Social Media. When Mark Zuckerburg invented Facebook and subsequently went on to acquire Instagram and Whatsapp, we bet even he didn’t know that soon it would become a hub of knowledge, interactions, and even debates. Agreed, social media has its cons too, but that is majorly due to the people and the usage they put it too. Hence, if used correctly to target the right audience with the help of right tools, social media is the best way to market your content. Doing so will help you take the advantage of the viral space that social media is, and will traverse the boundaries of time, demography, and geography to reach numbers that may well turn out to be beyond your imagination. Not only this, this kind of traction keeps on multiplying with time due to the modifying timelines of Facebook and other platforms. Thus, the same content can be visible to the audience in various forms at different intervals.
Quick-Fix Performance Issues
One of the best things about content marketing is that it is easy to track and analyse its performance. Be it through social media or through tools such as Google Analytics, you can easily gauge as to which is the thought process which is actually appealing to the target audience and which is not. This will give you ample time to reconstruct your content strategy and slowly dwindle the non-performing one so that you can come up with a better one. The same was not so easy in the earlier forms of marketing when social media and content was not in vogue.
Cheap yet not Cheap
Another reason to go for content marketing is that it is extremely cost efficient. A series of articles on a platform, subsequently to be promoted on social media, or even a web series syncing with the thought process of your brand is quite cost effective than the adverts which rope in big stars for their glam quotient. Not only does it leave you with funds that you can better utilise to market your brand in various other avenues, but also open a plethora of options to choose from. Also, while it is cheap cost-wise, it certainly isn’t cheap in terms of the quality it offers to ultimately attract the target audience.
The Effect of Organic Search
Another advantage that content marketing lets you tap on is the advantage of search engines and the organic search that they offer. The trend of online is increasing day by day. Search Engines offer the knowledge of target audience’s search habits and what are they looking for. That is an extremely useful information to possess while creating content. The presence of keywords and the correct density of same makes sure that when one searches for those keywords, your content comes in the top searches. One thing that you ought to keep in mind while creating the same is make sure your content is engaging. You wouldn’t want the bounce rate to be high, after all. While search engines and keywords can bring audience to your platform, it’s only your content which can help retain them.
Content Marketing strategies will you help you stay relevant and stylish in a world that has tastes spinning faster than a spinner.