Content Marketing, Is Yours Working?

Content Marketing seems to be the main focus and “buzz” today.   For those of you that do not understand the term:

Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.

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A content marketing strategy can leverage all story channels (print, online, in-person, mobile, social, etc.), be employed at any and all stages of the buying process, from attention-oriented strategies to retention and loyalty strategies, and include multiple buying groups.

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Want to attract customers and be audience friendly?

Here are some simple tips

  • What do people want to know?  Spend some time listening to the problems people write about on your page and on other pages in your niche.  Write your posts to answer those questions.
  • What is trending?  Take a look at the trending topics on Facebook and Twitter.  Can you relate any of your posts to what is in the news?   Is Donald Trump in the news? Write a blog post about when you had to fire a client. 
  • Share popular posts of others.  An easy way to build like to your page is to go to the most popular page in your niche.  Think big here (like Oprah or Entrepreneur Magazine) and share a post that is already getting likes and shares.   You will get a lot of likes and shares on your post too.

A Shopping Experience

This past weekend my hubby and I visited a new grocery store close to our neighborhood.  Their marketing strategies for this store were amazing and the customer service was astounding.  No doubt this store was a bit higher priced than the local one, but it had such WOW.  You walked in and every sense was assaulted, but not as much as the sense of smell.  There were so many different smells and everything smelled great.  There were samples available…everywhere.  The products that were given as samples were at Buy One Get One Free  prices and rang up at half price.  The deli had a vast array of products offered and their fried chicken breasts were huge and yummy.  (Again free samples available to try first)  When I came to the hot bar, the variety, from asparagus to Mongolian Beef, was amazing.   The other side of the bar had more of a salad variety bar.  I know I should have rushed to the salads.  The Mongolian beef was not filtered down with just a lot of gravy, it was full of beef, mushrooms and some gravy.  Bet you can’t guess what I bought and ate right there.  We did not purchase more than 2 plastic bags of groceries and they offered to take it to the car and load the car for us.  We spoke all the next day about what an enjoyable day we had.  It was not a shopping trip, it was an experience.

Did you know that 83% of customers think marketers are distracting and ignore them when they’re not relevant or contextual?

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Content Marketing outside the Box

That trip led me to do some serious thinking about our marketing.  Are we using the senses in our content marketing?  You may not be able to use the senses literally, but you can make your potential customers feel as if they can smell, touch, hear, or see based on what you present to them.    For example:  If you want to convey Homegrown Goodness, what about something like this:

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Want to emphasize your product was made in America?

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Want to emphasize comfort?

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How about efficient?

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Productive?

 

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Anti aging products?

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We as content marketers can create visually appealing content.  My suggestion  is that you consider stepping outside of the box and try to reach some of the senses- even if it is only in the mind of the viewer.  Use images and ideas that are highly relatable to your audience.  Find ways to stand out by providing your potential customer more of a total experience.  By giving an experience to your customer, you will be remembered!  Being remembered is a huge part of the game!

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