Consumers have been inundated by paid advertising for decades now and have become relatively desensitized to it. It has lost the effect it once had. And this is not just in traditional ads such as those in newspapers, magazines and post mailings. Even ads on the web are now being ignored (banners, sponsored links). This poses a new challenge for the marketer.
In light of this new marketing techniques have emerged, one of them: Content Marketing
Content marketing defined:
“Content Marketing means creating and sharing valuable free content to attract and convert prospects into customers, and customers into repeat buyers. The type of content you share is closely related to what you sell; in other words, you’re educating people so that they know, like, and trust you enough to do business with you.”
[Source: Copyblogger]
http://www.copyblogger.com/content-marketing/
How can I use content marketing?
For starters, change your consideration of having your website be a composite of billboards, special offers and ‘call to actions’, but instead imagine it as a composite of useful and interesting content (information, facts, opinions), which fills a need in the consumer’s mind.
Of course your website should also have information about your products and services, but this all by itself will not be sufficient, and does not distinguish your company from your competitors. What will distinguish you from your competitors? Displaying your:
- Knowledge
- Reliability/Trust worthiness
- Professionalism/Competence
The easiest way to imply these characteristics on your website would be:
1) Certifications / awards / accolades
2) News & Archived news (old news is still useful!)
3) Testimonials
4) DIY Guides and articles about your industry, which enlighten your consumer base and are useful
5) Original research in relation to your industry
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