If you are marketer then you may already know what is the worth of the content for a company. Nearly 90% of the businesses use content marketing to generate leads and convert them into sales. Content is how you tell the world about what you do and how you do it.
Having said that, it is all up to you whether you are making yourself a protagonist or the antagonist of your own story. Which is, of course, if you tell your story better than others then it is a win situation for you, or if you don’t, then you are the one who will be on the losing side. No, it doesn’t mean better content will give you higher sale, however, it will give you more chances to generate leads.
According to the ‘Missing the mark’ report, 71% of the customers were turned down when the post seemed like a sales pitch. As making a new customer purchase your products is a tough task and it requires to build trust among the targeted customers. Let us understand what is content marketing and how it is done?
Content marketing, as we define, is a long-term approach of providing a high quality and relevant content on a regular basis to build healthy relationships with your targeted customers.
Now let us think about your social media account for now. How many advertisements do you come across every day? I guess plenty which includes both the paid and organic advertisements. Now can you figure out how many of the products do you purchase out of those advertisements? The answer is, a very few, and that too from a very trustworthy source.
With trustworthy I mean, from a source from which you have bought products in the past as well (that makes you a customer of that brand already) or from a brand which your friends or relatives or colleagues or anyone you can count on have told you about. Then what is the effectiveness of the hundred advertisements that you come across on social media and other places?
There is, however, a chance that you buy that product or service because of the relevance and usefulness of that advertisement. According to the Demand Gen Report, 2106- 47% of the users visit 4-5 posts of a company before making a purchase from them.
So, is the content marketing is all about writing engaging and catchy advertisements? No, it is certainly not. As we have defined it, content marketing revolves around building a good and healthy relationship with your targeted customers. To know how to do that you must understand that content marketing extends beyond the use of the internet and you can do it in many different ways than just being on social media and writing articles on your website. Let us look at some of the most clever and effective content marketing examples:
If you closely look around you, you will find many content marketing examples. Do you remember Big Babol? A chewing gum company who gained an immense popularity with one of most creative advertisement in the late 90s. They run their campaign with the slogan “Ye hai bade kaam ki cheez” which translates as- this is a very useful thing. Have a look at the video:
In this video, there is a turtle which is raised by a bird. Just like every other bird, mother bird pushes its kids down a cliff in order to teach them how to fly. Since she has raised the turtle she does the same with him as well. The bird family realizes that the turtle can not fly and becomes worried but then the turtle blows a balloon with big babol chewing gum and came back to them flying with their slogan song playing at the background.
Another chewing gum company did something similar as they made Boomer an action figure, thus they gained immense popularity among children and teens which were their targeted audience. Look at one of the video advertisements of Boomer-
Not only the chewing gum industry, but there are plenty of examples where a brand made their slogan popular to gain a growth in their sell. Some of the examples are: Kitkat’s “Have a break, have a KitKat.” Coca Cola’s “Open Happiness.” KFC’s “It is finger licking good.” and many others. The reason behind adding the video examples in the blog is that 43% of the users want to see video content more than textual content from the marketers (Hubspot, 2016)
These are some of the best examples of effective content lead marketing from the food industry and were targeted on Indian audience alone. In 1895, when John Deere realized their agricultural magazine called ‘The Furrow’ no one would have imagined that it was a marketing strategy. The magazines were very much informative and were discussing the common problems related to agriculture and their solutions. This helped them gain good trust among their targeted customers and helped them with increased sales in the products such as tractor and other agricultural machinery.
As you can see in the above example, John Deere understood the requirements of their targeted customers. They gained trust among them by empathizing with their issues and they immediately provided them with the solutions. The solutions, for obvious reasons, were the products which John Deere was manufacturing.
Since we already know that more than 90% of the businesses use content marketing and 74% of companies admit that distributing content has caused major or minor growth in their business. It is all up to you how you frame your content strategy. It is something you will have to keep learning and keep improving.
One of the biggest reasons that content marketing fails for the companies even after having a sound content marketing strategy is that they were unable to produce quality content regularly. More than that you may even need to update your content such as blogs on your website on a regular basis. 55% of the bloggers keep on making a change in their blogs and 70% of them gets stronger results from their blogs.
Content marketing indeed is very important for any kind of business and what is more important is how a company formulates and implements their content marketing strategy. While framing your content marketing strategy you must clearly have your targeted customers in mind. This is because your content should about what the users need instead of what you want to sell them.
In addition to that, you must also look for your competition. The one who will tell the better stories will have a better chance of selling. But remember telling better stories has nothing to do with shouting higher. That is placing the same ad on multiple platforms, paid ads etc.