So, I came across an article by Robert Katai about content marketing, and want it to talk about. The article starts like this:
"Content creation is one of the most important aspects of today’s digital marketing industry. What’s changing is the way we create and deliver the content".
I couldn't agree more, so let's jump into it.
What's content marketing?
Content marketing is a type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services. Is a powerful tool used when you want to promote a brand, grow awareness or increase sales on a product.
Now that we have clear what it is, we see is not just creating and sharing online material, it requires "magic" to stand up from the rest. So after checking the European market, we can understand why they are doing "magic" and are some of the most lucrative strategies that were adopted by brands active in this market.
So I'll quote the important aspects and let's see some important points:
"1. Storytelling is and will be important: This is a no-fail approach that will allow you to get closer to your audience and at the same time, it will ensure a no-fail campaign. It does not matter the industry you work with. As long as you are capable to tell stories and at the same time, to sell your stories to the audience, you are good to go. They will love it. They will understand it. They will dig it".
Perfect example of this is Swiss beverage brand, Schweppes. Just check their website and you'll understand.
"2. Create news - worthy content: You have to always keep yourself informed and learn everything there is to learn, especially when it comes to changes brought forward by technological evolution".
Perfect example is Bitdefender, the Romanian antivirus software producer, that is one of the most successful and reliable security resources available today.
"3. Build a community around the brand: There are many ways in which you can build a community, starting with social media and up to releasing content that is able to trigger the formation of a community around it".
Perfect example of this is Lego, which managed to build a community with content creation and used these tools to increase sales and market value. Lego invested a lot. It worked on building a young community around the brand via video games and movies. It also invested in micro websites, a web-based miniseries, community digital platforms and an official magazine.
"4. Create video experiences for your audience: Global video traffic is expected to reach 82 percent of the overall Internet traffic by 2012. You can achieve great things in content marketing by creating and delivering videos to your targeted audience, whether they are advertisements, presentations or vlog series".
Perfect example of this comes from Hornbach, a popular European brand in the hardware store market.
"5. Change a culture with your content: Always, one of the most powerful brands among women, created #LikeAGirl, which breaks through the traditional approach in marketing and comes with a new type of social message".
Now, conclusion time and let's review it. Is content marketing important? yes. Can we use as example what these European brands are doing? Yes, but always keeping in mind the diverse demographic criteria and the local laws available in each country. For me, marketing has always been the perfect balance between science, numbers, metrics, and art - creativity. Whenever you doing marketing, working on an ad for customers, never forget that is important to spark something in the client, that stand strategies won't be enough, magic is required.
As usual thanks for reading,comments are welcome as usual. Link to the article is by clicking the image and have an awesome week. See you next time at the same corner.
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