Content marketing is the creation and sharing of online materials, like blog articles, videos, white papers and social media posts, that do not specifically promote your brand but are intended to engage and drive interest in your products or services. Simply put, content marketing is educational, not promotional. It’s about your audience. What do they care about? And, more importantly, how can you be the one to provide something no one else is, which in turn elevates your brand from a product or service into something people embrace?
Movie stars, star athletes, content marketers, and journalists all have one thing in common: Underneath it all, we are all striving for the same thing, and that is connecting with our audiences.
Good content marketing is not a crap shoot—it has always been about the story. Storytelling is the best marketing.
1. Conflict: Conflict creates tension. It keeps an audience engaged and involved. Our stories become richer when they achieve the unexpected.
2. Authenticity: Authenticity and truth in storytelling is of utmost importance. Being transparent and truthful breeds trust with your audience. Face the truth and embrace it.
3. Audience: As marketers, we must recognize how much audiences evolve. Devices, platforms, and channels are transforming consumer expectations, which, impacts our marketing landscape.
Audiences could care less about the platform or the device they are on, the care about the content they are looking for. The audience is in control. They want to graze as they want and we need to give the ability to do so.
Everything has to start with crafting the story you want to tell your audience. By becoming an authoritative resource on topics that matter to your potential consumers, your business is more likely to get discovered by the right audience and earn their loyalty and trust – which, in turn, enables your brand to strengthen its customer relationships by growing an active and engaged audience and even increase profits.