This strategy allows you to build stories and personally connect with customers to gain their patronage and loyalty. Today’s consumer is demanding, intelligent, and informed; and brands face the everyday challenge and pressure to build value with these consumers in ways that ensure favorability to its products and services.
It’s becoming more apparent that the traditional marketing world is no longer sufficient. Consumers have absolute power and access to information and decide what they see, when they see it, and where they see it. However, there is an option for brands that are, above all, interesting and effective: content marketing.
But what is content marketing exactly? The Content Marketing Institute defines it as a strategic approach focused on creating and distributing valuable, relevant, and constant content to attract and retain a valuable audience for the brand.
It is a sustainable process that must be integrated into the marketing strategy that focuses on your brand or contact points (owned media). In short, its key purpose is to catch and retain the attention of consumers by creating valuable and relevant content with the intent to change or reinforce consumer behavior. It is the art of communicating with consumers without selling anything.
Instead of offering a product or service, the brand is providing information that makes it more intelligent. So, the idea is to build relevance and relationships, which in turn, should cause the consumer to reward the brand with their purchase and loyalty.
The same goes for any piece of content that is generated. The key is whether the consumer decides if the content adds value or not. Some examples of content could be infographics, videos, podcasts, websites, etc.
According to Joshua Steimle, the marketing of content affects two key stages of the buying process, which includes four stages: awareness, research, consideration, and purchase. Traditional advertising clearly influences the consideration and purchase stages, while content marketing reinforces the awareness and research stages. It does this because it educates consumers and makes them aware of a product that perhaps they had never considered before.
The return on investment (ROI) can be impressive, provided it is run properly. Furthermore, there are additional benefits to capitalize on in other digital channels. Content marketing provides content for social networks, it contributes to the efforts of generating organic positioning (SEO), and it improves site content. As brand owners and storytellers, marketing content is an interesting proposal and appears to be an option that reveals a world of possibilities to bring brands together with consumers.
Companies that have done well today with successful initiatives include British Airways, Chipotle, Williams-Sonoma, and Airbnb. They have built stories and have personally connected with their customers. And this is something any brand can achieve.
FCB Mexico is the first global agency in its country to implement an exclusive department for Content Marketing called FCB Content. FCB Mexico stated, “We are convinced that if we produce work that generates behavioral changes, our work will be more effective and thus affect the ROI of our customers.”
The author leads the Planning Department at FCB Mexico. His focus today is to have a collaborative department driven by passion that links brands with great ideas that influence the culture and life of the people. You can contact FCB Mexico through their social networks: @FCB_mex (Twitter) and FCB Mexico (Facebook).