For any brand to stand out today, content is king. In fact, 84% of people expect brands to provide content that entertains, tells stories, provides solutions, or creates experiences and events. The sad fact is, 60% of content produced by brands is declared as poor, irrelevant, or failing to deliver.
Content’s role is to educate, inform, entertain, inspire, reward, and help. Content determines how people ‘feel’ about your brand. If you’re not putting out useful content, your brand will have a much harder time selling. If your audience isn’t connecting with the content your putting out there, customers will create negative associations towards your brand. That’s going to hurt your product before your customers even try it.
However, if you’re consistently putting out engaging, high-quality content (quality over quality here!), customers will begin to seek out your brand. If you’re an apothecary line, they will begin to travel to your stockists just to try your newest product. If you’re a winery, they’ll want to see your vineyard on the wine lists of their favourite restaurants. If you’re a florist, they’ll be inspired to keep fresh florals in their homes every week, but only if you design them.
On top of all this, consumers prefer content over traditional ads. In fact, 80% of people prefer a series of articles versus an advertisement. Traditional ads also tend to cost more, are harder to evaluate their effectiveness, and are not always targeted for the right audience.
So why do products need content marketing? It’s a powerful method of creating awareness and educating in a meaningful and relatable way without customers feeling like they are experiencing a sales pitch. It also builds trusts and relationships, works to retain customers, and it effectively sells the product.
Methods of Content Marketing
Not sure what actually encompasses content marketing? Here’s a start:
A business blog
Guest blogging on other sites
E-mail newsletters (fun fact: Customers who receive email newsletters spend 82% more when they buy from the company according to iContact – but keep in mind that 40% of consumers want less promotional and more informative emails)
Not sure what type of content marketing will best support your business? Book a call with us for a free strategy chat!