Now that every person’s instinct is to ignore online pop-up advertisements and to skip television commercials, marketers have adopted less conventional marketing techniques. Techniques such as content marketing are taking a non-interruptive approach, where the goal is to communicate and not immediately to sell. According to the Content Marketing Institute, Content Marketing involves the creation and distribution of content that is both valuable and relevant in an attempt to attract or engage specific target audience to ultimately make a profit. Content Marketing uses a virtual workforce to come up with various forms of media that are fashioned in such a way that highlights whatever is being marketed.
Content marketing involves a lot of considerations but there may not be any which are more important than two factors. These factors are the David and Goliath of content marketing. They are factors that affect the very success of any attempt in the modern marketing realm. With regards to content marketing, the two governing factors are present in its very name: content and marketing. However, the factors directly governing each of these prove to be more important; because it’s not just about content and marketing.
A factor that separates content marketing from any other marketing strategy is its goal. The conventional understanding of marketing is that it is a means to make more sales, to have customers buy your product or avail of your service. Content marketing veers away from this traditional view and makes it an imperative that before it sells anything to its customers, it must first inform them. Content marketing is all about providing information or media that the audience themselves will want to receive through their own volition. It does not force itself upon its audience.
As presenting information is its main goal, this changes the strategies commonly employed in marketing. The media used or constructed around the marketed product or service are those which are relevant and compelling. You want your audience to want to read or visit your content on their own, so these contents must be read/view/visit-worthy. A huge bulk of content marketing involves such media in the forms of infographics, case studies, games and apps, images, videos, write-ups and many more.
The most underrated factor in any marketing strategy is the need to know your audience. Most marketing techniques take potential customers to be of one malleable brand. They assume that a strategy can fit all in some way. As a result, the scheme falls flat and its effects vary from people of different age, culture and such. To maximize your efforts in marketing, target a specific set of people and know them by heart.
By knowing them, it is meant that you get acquainted with their views, their inclinations, their culture or everything about them that will help you identify what they might want or need. Providing different forms of media is just secondary to knowing your audience, because before you can make sure that your media is compelling enough, you have to know through what gauge you can measure its potential success. Know your audience then fashion your media in such a way that they cater to your audiences’ foreseen penchants.
Probably, the often neglected factor of content marketing is the unique work force it employs to accomplish the job. Yes, a bulk of content marketing requires dissemination of information, distribution of different media, formation of valuable content. A lot of people put prime in the content itself, but there are still important factors to consider for its success. However, these content and media do not spring up from a well. They are carefully strategized and written by a workforce who work with each other several miles away.
The idea of a virtual workforce only seemed amazing before. To have a handful of people working for you from different places, in the comforts of their own home seems too good to be true before. Today, it’s a possibility. In fact, it’s even a commonality. In content marketing, content comes from this kind of teamwork.
The workforce, composed of strategists and writers provides the entire content marketing team with not only material to work with but with ways how to effectively work with such. The root of content marketing is knowing what content to produce and then actually making (writing) that content. A virtual workforce allows you to have as much people as you need working on different projects. The efficiency that a virtual workforce allows is definitely contributory to the marketing’s success.
These two factors are the David and Goliath of content marketing: content or the compelling and relevant media made by a virtual workforce being the brute you need to wield and marketing or the knowledge of your audience being the miniscule requirement to ensure your success. However, contrary to the biblical tale, they do not battle. In fact, they work hand-in-hand to fulfil a marketing strategy that is different from the rest. With the two, you can inform your audience and possibly change their views, affect their dispositions. In doing so, you can transform them from just being your audience to being your customer.
Author Bio: Anna Rodriguez is a training manager for a Philippine real estate developer, She also has varied background in real estate brokerage, investing, online marketing, social media management, and SEO. She owns Homey Guide Blog.