The age of the advertisement (i.e., the “sales pitch”) is over, replaced by the age of content marketing and the ability to provide consumers with dynamic, informational content they trust and value. Fueled by consumer preference for learning about brands and authors through premium content and not dubious ads has lead to the rapid unfolding of the content marketing phenomenon and the demand to incorporate content marketing into all marketing strategies.
Companies Don’t Peddle Products Anymore
They inform, enlighten and brand themselves by publishing valuable and innovative information that transforms their businesses into intellectual entities offering (not just selling) products and services. In fact, content marketing is a marketing strategy that is crucial, if not outright mandatory, to the success of any business seeking to reach and impress as many consumers as possible. It is an investment intimately tied to the legacy of a business aggressively pursuing a solid reputation as a thought leader and expert in their specific industry. Successfully targeting and modifying consumer behavior to benefit your company means you are targeting buyers who percieve your content marketing strategy as authentic, scrupulous and with their best interests in mind.
Traditional Marketing Strategies are Dead and Buried
Consumers today recoil when confronted with traditional marketing styles that does not offer them options. Permission-based marketing, such as type embraced by social media, allows consumers to decide what they want to see when they want to see it. This is why consumers ricochet off commercials like a rubber ball or simply turn on ad blockers when surfing the Internet. The digital revolution has put them in control of when and how they chose to be marketed to and businesses are starting to realize that nurturing awarenessthrough creating and sharing content will ultimately determine the reality of their long-term success.
Authors Benefit from Content Marketing As Well
Now that writers can self-publish on the web without worrying about being “accepted” by a book publisher, competition among authors to get their book promoted on as many blogs, social media sites and e-publishing venues as possible is essential to becoming a bestselling author. Establishing a personal website and infusing that site with SEO content is also critical to being found by consumers when they perform a Google search query.
Authors need to utilize marketing strategies that rely heavily on content marketing in order to:
- Develop an original “brand” (i.e., writing genre and expertise on the subject)
- Target and attract consumers who are considered viable buyers of their product
- Ensure prospective buyers that they will receive an exceptionally valuable product
- Create a “buzz” on social media sites to increase sharing of content relevant to the product
- Earn the trust of consumers
- Accumulate a returning clientele base that consistently shares content
From Marketing Strategy to Marketing Success
Taking consumers from the decision stage to the purchase stage is the ultimate goal of every content marketing strategy plan. Consequently, superior content marketing agencies know how to attract attention, pique consumer interest, heighten desire, arouse the impulse to take action and finally, maintain customer loyalty by consistently preserving that strong sense of loyalty necessary for any business or author to enjoy lucrative stability and inexhaustible access to a constantly evolving community of social media-based consumers.
Kenneth Gillett is the Principal and Founder of Target Marketing. A full service digital marketing agency in New York City guiding authors, speakers & brands to elevate their influence. www.targetmktng.com