The consumer profile is changing. New technologies and the information age have made the customer become more expert and demanding. Therefore, they are more interested in content, looking for information and quality. Traditional advertising no longer works for the modern customer.
Traditional marketing, which consists of television advertisements, radio, newspapers, magazines, billboards, etc. All that is no longer enough. The consumer needs more than something that catches his attention for a short period of time and that rather bursts in suddenly rather than offering something of value. Not to mention that these campaigns are usually expensive for companies and often do not obtain the expected results.
What is content marketing?
Content marketing provides that extra bit that the consumer is looking for, making the brand image improve. Better positioning is achieved in search engines and, in addition, it is cheaper and more profitable.
Thinking about consumers by giving them useful, personalized and quality content brings advantages that will pay off in reputation, visibility and sales.
Kessler summarized all this in a simple phrase: “Traditional marketing speaks to people, content marketing with them.”
Content marketing can be summarized in 4 objectives: capture, conversion, sale and loyalty. Providing quality content is the beginning of achieving good positioning in search engines. This is achieved by answering the questions that clients usually ask and those that they do not ask because they do not know how to ask them. You always have to think about the consumer
How to do content marketing?
It’s as easy as treating the consumer like you, addressing them directly. Using a friendly tone and simple, less technical language and using what consumers use most on the Internet. That is why it is important to focus on creating valuable content for:
– A Blog. It is a tool that the consumer will see closer than the website itself and that is in full use today.
– Create an Ebook aimed at your clients with interesting and useful content and place it clearly visible on your website or blog.
– Use the Newsletter with each post on your blog, with each video or image you publish. Remember that contact with consumers is essential.
– Videos about your business, with customer reviews, tutorials, etc., are a great way to reach the consumer.
– Infographics and images are also a great resource, don’t forget to use them in every content or post you publish.
– Upload presentations to SlideShare, use Webinars and add mp3 audio files (Podcast)
Remember: You have to think about the consumer because they are increasingly demanding and look for quality information and content. It is the key to a good sale.
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