End of periodic marketing campaigns
The great era of periodic campaigns is over as the timing is out of sync with the buyers. Instead people want to find information on demand. This is where Content marketing comes into play as it is always available for people craving for information and knowledge for getting insight in their problems or solving their problems.
Content marketing is available 24 x 7 from anywhere on the Internet, whereas push marketing was only available during the campaigns.
The evolution from limited to multiple publishers
We have seen the evolution from an era where a limited number of publishers controlled the information creation, flows and streams to a world where almost anyone with an Internet connection can have a voice: creation of information and publishing it almost worldwide has become easy and feasible without the need for money and man power.
The hard sell is no longer effective
The hard sell has become less effective whereas the brand ‘voice’ takes the lead in creating interest which eventually becomes lead generation.
Buyers are no longer mainly influenced by marketing campaigns like advertising or direct mailings as they are put more value on the information they find on the Internet: web sites, forums and social media.
They want to learn themselves from their peers or from well written articles that give advice instead of being lured by pushy advertising.
The advice for content marketing
The conclusion is:
- Don’ sell but add value allowing to earn credibility
- Give free advice on subjects that matter to your potential customers
- Let them use your information or free advice for their own benefit as in the long run it will be beneficial to your company
- Learn from forums and social media what are the points of interest of your potential customers
- Publish clear understandable informative messages in order to leave a lasting impression and possible goodwill
- The goal is to become a trusted party where they can reference to during purchase cycle
- Build relationships with your content and the resulting conversations instead of customer relations pushed by marketing campaigns and selling
How effective is your content marketing ?