In my last article, I talked about the success in Social Media, mentioning some of the brands that have done a great job in creating content. But content is not only associated to social networks, content is also related to Search Engine Optimization.
Earlier in January as part of the Master in Digital Business Strategy at GEM, we had a course about SEO (Search Engine Optimization) and SEA (Search Engine Advertising) in which we learned about how these two concepts work together, and of course how we can get the most out of them in order to be effective in our Marketing Campaigns.
During the course, as it was expected, the professor talked about the fascinating concept of “Content Marketing” and of course I found it very interesting as a marketer, so I decided to write a little bit about it and give you some tips:
First of all, we need to understand what is “Content Marketing” and why suddenly all marketers are so amazed about it and using it to leverage their Marketing Strategies.
If you are a marketer you will probably know that content and conversation make a perfect combination to engage with your target; on the one hand, good content attracts potential clients, on the other hand it generates conversation around it, making people feel closer and related to your brand.
A “Content Marketing” strategy starts there and takes conversation to the next level, connecting with the emotional side of consumers, and building deeper relationships between them and the brand. Therefore, the objective is to attract customers and make them connect with your brand in order to make them recurrent clients and brand passionate.
The secret to connect with the audience is to show a history about the brand or products, even if the product is not easy to sell as fashion or entertainment. Some brands have been doing this for a long time. For example, Red Bull has been focusing in promoting and sharing videos about athletes and young people having fun while doing some sport or special activities, they don’t sell the beverage, they just engage with their customers creating a bond with the histories they share.
I like this phrase by James O’Brien, “Red Bull is a publishing empire that also happens to sell a beverage”, and this is exactly what Content Marketing is all about.
A lot of companies have been creating content but only few of them have managed to have that level of engagement with their audience, the concept of content marketing is not new but it is evolving, the use of social medias to create and share content has also brought a lot of new ideas and resources to brands and hiring a famous and expensive creative agency is not the solution to make your brand interesting to the consumer.
Here are some tips I can give you, if you want to start creating good content:
- Businesses need to see their selves as publishers, not as companies.
- Make content part of your company, content marketing is not creating an ad, it is not selling your product at the end of the video.
- Create content you will like to watch, don’t try to sell your brand.
- Try new media sources; always be innovative and search for new technologies.
- Start creating content! Don’t be afraid.
We are living the content era, watching more than two or three screens at one time, consumers love content, we just need to create it and start sharing it!