Good marketing uses technology, insights and the right questions.
It gives the right audience, the right message, at the right time.
It shows us how a brand can solve our problems. Sometimes problems we didn’t know we had.
It can either entertain you or make you feel more inclined to buy from a brand. When it does both, you’re onto a winner.
Why do we do this Content Marketing thing?
With content marketing we try to address our audience’s problems at various stages of the buyer’s journey. We help them discover a solution to their problem and keep them coming back to us – their trusted solution provider. Our constant battle is for the attention of that audience. Big companies are realising that they need to build or acquire their own audience, so as to not fall foul of Facebook Edge-rank or Google algorithm updates.
Companies need to start thinking of themselves as retailers AND media companies
One company that has done this well recently is Surfstitch. They acquired two media properties Magicseaweed and Stab Magazine (great names). Combined they have around 3 million visitors a year and they are interweaving articles featuring their products to become not only surfing’s biggest online retailer, but also the biggest industry content network.
If this video is anything to go by, they will have me discovering a whole range of solutions they have to my problems.
It seems I didn’t realise I needed a custom bike to ride up the Indonesian coast to go surfing. They’re appealing to the hearts and emotions of their audience – not to the features of their product.
Oh and if surfing/bikes/the open road is your thing – check this out
I can see there being more brands that will take to content creation as a source of brand value and distinction.
Netflix even paid journalists a good sum to create great editorial – like this piece on women in prison to link to their new series Orange is the new black
Empathy, respect and love will ultimately keep
your audience, clients, coworkers, lover friends and family EVERYONE coming back.
If you can interweave your unique purpose, principles and pet peeves into entertaining them – you’ll stand out as their trusted provider.