Advertising is no longer as easy as it once was – a well-produced and placed TV ad was once a sure-fire way of getting a product to a customer base but with technology moving on to make most households able to skip ads in programming, this is no longer the case. The same applies to paper media, with many people downloading newspapers and magazines to smart phones and tablets, making the serendipitous advertisement a thing of the past here. Online advertising is still very much with us, but most people who spend more than a few minutes a day online have developed ‘banner blindness’ so that they don’t even notice advertising any more, even when it is flashing in every colour of the rainbow. Enter content marketing.

What exactly is content marketing?

The exact definition of content marketing is this –
‘Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.’

This is pretty self-explanatory but is perhaps easier to say than do. Creating interesting and relevant copy is not something that everyone has the skill to do and most people wanting to engage in content marketing – and that should be everyone – will need to employ an SEO writer to make sure that what they are offering is of the highest quality. Most websites have some kind of prose there, but sadly much of it is drivel, put there to fill up space. This just won’t do any more – content marketing must be aimed at a specific audience to get maximum results, but more especially, it has to be intelligent and engaging; not always an easy trick to pull off.

Keeping the customer engaged is the answer

Most days, most people who use the internet get at least half a dozen email newsletters of some sort and most of them get deleted or blocked for the future. This is no way to advertise because even if the banner title gets through, it is unlikely that the contact will revert to a purchase, at least not in the short term. What is needed is some interesting content that is not simply a ‘buy, buy, buy,’ call, but that is linked to the product in such a way that the customer is left wanting to know more. A link to another connected website is a useful inclusion, because the deeper the customer gets into the web, the more likely they are to end up making a purchase, or at least engaging to the extent that buying the product will be automatic the next time they want such an item or service.

Marketing demographics are important

Content marketing relies very heavily on knowing who the key customers for a product are. This is not always as easy as it sounds, as many products which are aimed at one sector are in fact bought by another; an example here would be a games console which although mostly used by a younger demographic is usually paid for by parents or grandparents. In this instance, the content marketer has a double task – they must write for the end user (so that they alert the buyer to the existence of the product) as well as interesting the purchaser when they visit the website.

A well-crafted piece of writing can do this, by finding common ground and even using the relationship of the recipient and the giver as a subject, using language accessible to both parties. Information is key to content marketing, but it can be wrapped up in any kind of package as long as it hits the right spot.

Examples of our Content Marketing Services

We provide content for Eagle Platforms. This includes creating articles for their blog, here is one example https://www.eagleplatforms.com/sustaining-member-what-does-it-mean-and-how-will-it-impact-you-the-customer

We also help them to get their name out there in local news. This is one example in the Sheffield Star: https://www.thestar.co.uk/business/business-reducing-the-carbon-footprint-in-access-platform-hire-4191057

If you need help with your content marketing please call us on 01226 236449 for a FREE initial consultation.