Content Marketing has always been there. Smart marketers have been using Content Marketing Strategy for brand awareness and increase in sales for a number of decades. John Deere was the first brand to use it in 1895 when it launched its magazine ‘The Furror’ to address problems faced by farmers. It was not about John Deere, it was about the farmers, the people who mattered to John Deere.
In another scenario closer home in India Google search for the term ‘Content Marketing’ has seen two-fold increase in the last 1.5 years! Everyone seems to be suddenly interested in content marketing.
But what is Content Marketing?
Content Marketing is the technique of creating and distributing valuable, relevant and consistent content to attract, acquire and retain customers. That’s it! Sounds simple!! But aren’t simple things most difficult to achieve!
Brands today do create and distribute content. Consistently. But is that content valuable and relevant. Well, one look at your spam folder and you would know. And that’s primarily the reason why Content Marketing is a subject in itself.
Content Marketing is opposite to Advertising. It does what advertising doesn’t. Content Marketing doesn’t preach. It engages. It’s not a one-off campaign. It’s a sustained marketing effort which requires patience and perseverance.
It’s not fast food. It’s a seven course meal that plays with your senses. Not so much so, but yes you get the point.
Lets look at the top 3 reasons why Content Marketing is so hot:
1) Silence is golden
There’s so much noise on digital media that silence seems golden. Every brand is ‘consistent’ in creating and distributing content. Also called ‘spamming’. How does one cut the clutter? By giving the audience what they need. Relevant and valuable content. Silently. The brands which are able to to do work below the radar. No big hoopla. No big announcements. Just pure content that is so relevant and valuable to the consumer that it can be weighed in gold.
2) Honey, I shrunk the world
There’s no end to who all can be reached (and where all) if the content is valuable and relevant. What John Deere did 100+ years back has the potential which is million times today. Digital has made the world smaller. Same content can reach millions of people at the click of the button. An ideal stage for valuable content to shine.
3) I do
Content Marketing creates inbound traffic. If the content is valuable and relevant to a person she will engage with the brand. Check it out. Have a relationship. It won’t be a one-night stand. It would be long-term. It would be for the keeps.