What you need to know about content marketing
The success of any organisation depends on many factors, among which one of the most important is the availability of a personnel management system. Let’s take a closer look at the specifics of this topic and talk about its importance.
Why is creativity not always enough?
- The level of trust in direct advertising is declining all the time. Do you believe the promises from advertising?
- Social media has changed our media habits. While advertisers are still trying to express themselves with banners and advertising slogans, the audience thinks through posts, memes, and videos — all that is commonly referred to as “content.”
- Consumer proactivity is growing. Numerous studies in the field of marketing show that 2/3 of the possible points of contact with product info at the selection stage are based on the users’ activity.
Why does everyone say “content” but understand different things?
It quickly acquires terminology when a tool is used for many things (and this is just about content!). To determine the coordinate system, we have identified the following main areas of work with content:
A) Content marketing
Basic formats:
- Blogs of many companies that once helped to promote and still help to sell the product.
- Groups of brands in social networks.
- Youtube channels.
- Special sections on brand websites or separate projects when a whole thematic media is organised under the brand’s name.
B) Branded content
Basic formats:
- The particular content project is placed on any site with its traffic.
- An art project is when the brand becomes integral to any creative process through cooperation with professional or amateur communities.
- Video and Youtube series: storytelling in video format.
C) Native advertising
Basic formats:
- The editorial material on the information site.
- A promoted post or video on social networks.
- Teaser in the “recommended” block.
D) Content created jointly with users (Co-Generated Content, CGC)
Brand-related content created by end-users is one of the most effective influencers.
People always trust each other more than advertising messages.
Why should you include content in your advertising strategy?
The best content tools are suitable for solving such problems:
- Brand building and image communications: designate the brand’s territory, the emotional field, form or support of a legend.
Content allows you to correct prejudices and change or form the necessary insight.
Initiate a teaser campaign: stimulate the target audience’s interest in something.
Remove doubts about the overpriced or insufficient quality of the product.
- Explain how to use the product/service.