08th August 2018

Content Marketing – what is it and should you be doing it?

“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? We are trying to present a brand to potential customers in a way that isn’t buy! buy! buy! We are trying to create a feeling and start a soft conversation for a product or company.

Is content marketing just for new customers in my funnel?

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.  It will work best with someone already engaged with your brand but it is also an invaluable tool for telling new people how great you are.

If our challenge is to present a company as cultured, helpful and engaged in their community we need to think about where our community is.  We consume this content everywhere, all the time.  If our target community is found and targeted on Instagram then that’s great news. 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 drinking from their own Cool-Aid.

Content marketing - Example Icelandair instagram post

Content marketing - Example Bowers & Wilkins instagram post

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.

Let’s talk about why we use it…

It’s really simple, we use content marketing because it work, it really works and we can measure it.  When we create engaging content we can judge its effectiveness in three key areas;-

  • Increased Sales
  • Cost Savings vs Traditional Advertising
  • Increased Customer Loyalty

Ok, so how much is this going to cost me?

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 your customers aren’t quite shouting about you just yet don’t worry.  You don’t need a film studio, agency and a world famous band as you’ll see below. These two examples are for mobile phones. One is a big budget production, one isn’t but both promote their products through feelings of empathy, togetherness and community.

If you have great content but don’t know how to get it in front of your customers check out this blog on Facebook Advertising and how it can help grow your audience.  Adding your great content will be like TURBOBoosting your posts!

If you’re new to content marketing and want to find out more just let me 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!