Last year it was “mobile responsive design.” The year before that, “viewability.” This year, the buzzword of the day you’ll be hearing way more than you want is content marketing. Yes, content marketing. You may have heard the word floating around meetings over the past couple months and you probably associate it with websites like Buzzfeed, but exactly what is content marketing really? It can’t be just gif-brimming, “27 Times…” type articles, can it? Well relax, it’s not. There’s a lot more to it than that.
What is the Purpose of Content Marketing?
In this day of World Wide Web everywhere, content marketing is all around us. It’s at your job, in your home and even what I’m doing right now. In one word, content marketing is storytelling – plain and simple. The average American is exposed to about 5,000 advertisements or pieces of branded material a day. A day! That’s more than a single lifetime back in the early 1900s where a brand simply posted up a sign in the middle of town. And with a rise in demand for transparency and brand-centric integrity, people are no longer interested in faceless brands. This is where content marketing comes into play. It’s telling the story of a brand; exposing the personalities behind it to evoke a sense of relation with an otherwise tactile object or service.
What Can Content Marketing Do For My Brand?
Content marketing is a surefire way to create and add members to your brand’s audience. But these won’t be just any type of audience members, these will be members of value. Studies show people drawn in by content marketing are more likely to be loyal, engage with, and share your content with others. They also stick around for a considerably longer period of time than audience members drawn in through traditional advertising. That’s because they’re able to relate to your brand; they see themselves in it, or at least a version of whom they want to be.
We’ll go over the specifics of content marketing later and introduce you to simple steps of how to get your brand there. But for now, continue to think of content marketing as a bunch of pieces of information weaved together to tell a story – your company’s story