Behind every great brand is great content. It’s become a parameter of success for a lot of modern brands of today. Content marketing is at the heart of every digital marketing campaign. Growing technology, the demographic diversity, and the ever-growing media consumption have really altered the way individuals consume information. People really want content that will help them make good decisions but at the same time, don’t want to be sold to. A really good content marketing strategy can really help you build a loyal customer base by driving more traffic to your website, boost your search engine ranks, and give the audience to share and create conversations about your content.
It’s defined as — “A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”
Let’s look at some advantages of content marketing and how it helps your business.
- Improves Brand Reputation: Great content helps build goodwill and trust. If the content is relevant, engaging and value-adding then that will be the perception about your brand too.
- It Makes You an SME: Content enables the brand to show its subject matter expertise. Every time a blog, whitepaper or a slideshow is published, the brand is telling the world how much it knows about the industry and its challenges.
- Optimizes SEO Efforts: Good content helps build and improve on the SEO efforts. Optimised content creation is the most effective SEO technique. It helps in a good search engine ranking and improves your brand’s visibility. Consider our blog writing services to give a boost to your content marketing efforts.
- Helps Improve Conversions: According to companies surveyed in a study, 74% opined that content marketing has increased both, the quantity and quality of leads. In fact, research even suggests 61% of the people who purchase online, decided to do so after reading recommendations on blogs.
What Qualifies as Good Content?
“Be specific enough to be believable and universal enough to be relevant.” – Ann Handley
- Originality: Original content will go a long way in building your credibility in the internet space. With Google penalising plagiarised content, it doesn’t leave one with a choice.
- Actionability: The best kind of content tells the user on how to apply what’s written right away, in a very assuring and respectful way.
- Accuracy: Can you imagine what inaccurate content can do for your company’s reputation? Link your content and statistics to authority websites and research papers to verify its authenticity.
- Shareability: The content you create should be engaging and thought-provoking, such that it creates questions in the minds of readers and hence should initiate shareability.
- Audiovisual Components: Visuals add to the better grasping of content. The recall value of content used with images, videos are higher than if used otherwise.
Why Audiovisual Content and Not Blogs?
Video streaming has increased manifold in the last few years. People are now watching 150 million hours of videos on YouTube today. Why is that visual content is being given more preference to more traditional forms like blogs? Let’s look at some research-based facts below.
- Almost 62% of the marketers have rated videos as an effective tool for content marketing.
- The message-retaining capacity is increased to 65% from a mere 10% by just adding an image along with the desired communication.
- Cisco predicts that the global internet traffic from videos will total to 82% of all the internet traffic.
- In a survey conducted by HubSpot in 2018, it was found that 54% of the consumers wanted to see more video content from a brand they are followers/consumers of.
- Mobile video consumption has increased by almost 10 million daily viewing minutes, in the last two years.
Content Marketing Builds Brands
Stories stay with us. Especially the ones with stunning visuals. But what is most important here is, the stories created should be purposeful. A part of building a great brand is to align your content marketing with what your brand thinks, does and says. Many marketers overlook this aspect. Brands are also sometimes pushed into the hot topics and trending conversations by their agencies. But if what’s being discussed is not in alignment with what the brands stand for, it doesn’t resonate. For instance, when REI Co-op, an American company which sells sporting goods, travel gear, equipment and clothing, launched the #OptOutside initiative, it’s purpose aligned with the objective of the campaign — That a life lived outside is worth living. Contrastingly, Audi aired an ad on gender equality during the Super Bowl break. While being a commendable effort, it missed the whole point of the basic premise — How is gender equality related to why Audi makes cars?
Below are few examples of how brands tapped into the power of content marketing and built themselves a world full of possibilities and drove innovation.
Who doesn’t know of the Land Rover? The synonym for outdoor experiences, the massively popular automaker produces content that strikes the right chord with all the people, consumers and alike. Its US website has an explore section which leads to ‘Stories’ which features travelogues in which experiences of each of the Land Rover model is captured through different terrains. Not only web presence, but their content strategy reflects all over social media and YouTube, where its vehicles own the attention in all copies, photos and videos. Last year, they created a video series which followed an adventurer couple and their 8-week old baby on a trip spanning over two weeks, across Europe in a Land Rover. They have got a massive fan following who want to engage with everything they put up.
The perfect example of UGC (User Generated Content), Sephora rules the beauty content market. Having its own employees run its blog, the community comprises of specialists who share tips, tricks and product recommendations. In 2017, Sephora launched campaigns on social media promoting a beauty standard regardless of age, sex or size. The ‘Reach Out and Gift’ Campaign as it was called, represented what values the brand actually stood for. The video featured the brand’s own employees, 10 chosen among 1000+, who shared what their definition of unique beauty is. Sephora also aced its augmented reality game, by launching Sephora Virtual Artist where customers can try on makeup virtually.
Taco Bells caters largely to Gen Z and the younger millennials today. So does their content strategy. They have built a massive fan following on social media, and their content is native to each platform. Their website’s Blog section features a plethora of diverse topics like Taco Bell inspired Halloween costumes, to Taco Bells worldwide, to Taco Bells work of art. On its Instagram, the brand posts original illustrations and photos from fans. On YouTube, it has its own series which is fans-inspired—For Here or to Go, which shows how to either order stuff off the menu at Taco Bell outlets or how to order takeaway at home and give it your own creative twist. And who can forget their extremely successful Snapchat campaign that turned users faces into giant tacos!
Visual content can really be the difference between getting your content visibility or not. Brands should ensure that the audience is offered content that is relevant, compelling and can be native across platforms to attract different demographics. It’s time to restrategize again if audio and visual content isn’t a part of your content marketing plan. Ace your content and ace your brand goals. As they say, content is king!