“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.” – Content Marketing Institute
So what does that mean to me as someone who works in content marketing? It is about presenting a brand to potential customers in a manner that isn’t buy! buy! buy! We are trying to start a feeling and engage in conversation for a product or company that doesn’t start with pricing. Content marketing isn’t solely aimed at new customers, neither is it just for existing customers. It can be used to show how a product can help someone solve a problem, or keep those existing customers aspiring for the latest product.
We might be trying to present a company as cultured, helpful and engaged in their community. It could be that we present a lifestyle and how a product places you in that social group. We consume this content everywhere, all the time, Instagram is loaded to the brim with content marketing. You might not see it straight away but if you follow any brand, even the smallest you’re consuming their content marketing.
Icelandair rarely have a picture of their planes in their posts and I don’t ever remember seeing a price point advertised. Icelandair want people to associate the natural beauty of the country with their airline, it’s clean, fresh and wild.
Bowers & Wilkins are similar to Icelandair in their methods. They want their customers to associate their headphones with escape, travel, culture and again, not price point in sight. Bowers & Wilkins have such loyal customers that they can let them market the brand themselves and Bowers & Wilkins can just re-share the content as seen above.
When we create engaging content we can judge its effectiveness in three key areas;-
- Increased Sales
- Cost Savings vs Traditional Advertising
- Increased Customer Loyalty
As Bowers & Wilkins have shown the good news is that it doesn’t have to cost the Earth for measurable success if you have a loyal customer base. If you’re not there yet content marketing can happen with a smartphone and laptop, it doesn’t need a film studio, agency and a world famous band. Two examples below are for two phones. One is a big budget production, one isn’t but both promote their products through feelings of empathy, togetherness and community.
If you’re new to content marketing and want to find out more just let us know and we’d be happy to sit down and chat through how Fourteen Forty can help you reach your customers. Coffee and donuts are on us!