The conventional sources of marketing are becoming less popular now, since consumers can easily switch to surf other channels during commercial breaks of their favorite shows. They don’t have any spare time to spend on thorough analysis of newspapers or magazines. Therefore, spending huge amounts of money on advertising through these channels will not bring about the desired results. Nowadays, a major part of our spare time is consumed by smart phones, tablets and internet surfing therefore adapting to marketing channels linked with these device is more relevant to the present scenario.
Content marketing is a form of strategic marketing that utilizes the power of good content to influence customers’ “opinion”. It doesn’t aim to inflict or enforce customers to make an immediate purchase but instead it educates and builds a relationship with them through continuous sharing of relevant information in an interesting manner. Content is developed to engage the customers and raise their interest level for the information being shared that eventually leaves an impact on their perception. Content marketing impacts consumer behavior in a longer run and not merely up to one or two time purchases. It directly aims at effective CRM and customer loyalty phenomena. Content marketing is a craftsmanship that needs to be differentiated from common information thrown by companies at their customers. Content marketing doesn’t give a feel of marketing campaign but it communicates with its audience or readers to develop an engagement and connection. Throwing information to sell product/services is not always relevant or pitched at appropriate time whereas content marketing considers these factors more closely.
If a company manages to develop customers’ interest in its content, they share their experience with friends and relatives. The content doesn’t depend on length and quantity for being successful. It needs to be comprehensive, interesting and engaging without its description being very long. The quality of the content and the ability to exchange messages are prerequisites of this marketing strategy. Content marketing is of on-going nature, so it gradually builds customers’ opinion. The winning strategy for content marketing is to keep on repeating your content with new and more creative structure. Realizing the increasing popularity and acceptance of content marketing, companies are now allocating an increased proportion of their budgets to make it more effective. It is a sheer misunderstanding that content marketing requires more investment in comparison with print or electronic advertising. In reality, content marketing is much cost effective and brings back better figures of revenue.
Competition in this area of marketing is progressively increasing and to survive this, content writers should surely create content which is unique and distinctive. The content should be structured to pitch right and the writer should aim to cover the relevant segment representing customers’ choices and preferences by being a true agent of the brand. Purposeful content marketing builds clients’ trust in the company and subsequently in the brand. If content marketing has earned audiences’ trust, it simply has fulfilled its purpose. Content marketing should not be perceived as having magical effect over sales and revenue however it shows its results after a while. It takes time to change or influence consumer behavior and purchasing habits and to build a strong relationship with the customers.