The changing dynamics in customer profiles have nudged companies to board the Content Marketing bandwagon. Content marketing has been around for quite some time but with increased consumption of digital media, content marketing has come to the forefront.
To simply put it, content marketing implies creating and disseminating or propagating content for a targeted online audience. A successful content marketing campaign involves engaging and informative content like videos, images, infographics, podcasts etc.
4C success factors that are critical for a content marketing campaign can be:
Brands have to understand that if they are trying to capture the attention of potential buyers on the digital platform, then they will have to offer systematic, crisp & relevant information. Identifying the target audience, their personalities, needs and influential factors is important to establish the required connect.
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Next step is to step into the customer’s shoes. Understand their needs and offer solutions. There are tools that help brands understand the buyer persona by research and analyzing real-time data. Factors like customer demographics, behavioral patterns, goals, motivation etc. are also important to derive a buyer persona. Content is then designed to offer a solution to the customer. Deriving a buyer persona enables brands to develop accurate content and the risk of the content being lost or diluted is reduced.
A great content strategy along with accurate tools can lay a foundation of a robust sales strategy for brands. Quality of content cannot be compromised because content triggers conversations and leads to engagement with the customer. Creativity is the name of the game. The topic has to be persuasive and the content quite gripping. To grab attention on the online medium and to retain the attention of readers is a task. The customer should feel that the content was written exactly for him or her. The solution can be indirectly connected to your brand. For example a brand that sells art & craft products can also offer ideas on craft projects, DIY craft items etc. that can help a parent for their child’s school project. In the next step, the brand can launch a contest where customers can submit their artwork and win prizes.
Content marketing will not yield success over-night nor is it a one-time activity. It is an ongoing process of experimenting and analyzing and requires consistent commitment. Without proper measurement tools, it could just be a futile effort. There are some absolutely progressive tools available that address all needs of content marketers. These tools provide a dynamic platform for creating quality content, ensuring targeted distribution across multiple channels and measuring the impact across all channels.
As Robert Rose states “Marketing is telling the world you are a rock star. Content marketing is showing the world your are one.” Customers today want to learn before they make a purchase. Content marketing bridges the gap between what customer wants and what brand can offer. Ultimate aim of a successful content marketing campaign is to create a long-term relationship with customers.
Prof Sushama Dave
Assistant Prof
Dr V.N. BRIMS
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