How do you do Content Marketing?
Content Marketing has been a buzzword for sometime now. Businesses are using as much of their own marketing resource nous or marketing specialists to engage with customers by creating entertaining and appropriate content to drive sales and build brands.
One of the issues we seem to encounter is the uncertain or unknown expectations from some clients. That is, they are not sure what they want their content to achieve or who they are supposed to be targeting towards. This, in itself, is not a problem and, with guidance and drilling down to generate a succinct brief, content can be created that fits the client’s purpose.
The most complex request we get is to create a video that will go viral. In my experience, this is not as easy as it sounds. And with so much content out there, it is not something that can be done without a great deal of thought and effort. I was reading an article recently that put into context this issue. It raised the notion that viral content is not necessarily content marketing and by creating a content to go viral is not such a great content marketing strategy.
There needs to be a great deal of thought and effort put into building relationships with customers. Just because you have a great video or a witty article, does not mean they will flock to you in droves. Sure, you should have the content that entertains and engages, but realistically, you need to commit to your customers by creating content that speaks to them and provides them with long term benefits.