Traditional marketing tactics are on the decline and content marketing is on the rise. Simply described, content marketing is not being so ‘in your face’ about marketing. It’s about being more genuine, creating personal connections and building trust between the company and consumer.
It seems as though society has grown tired of feeling like they’re trying to be bought all the time. Our minds register that we're trying to be sold and we tune it out. One of our previous blogs from 2016 titled The Loss of Personal Connections Through Communication help to paint this picture perfectly:
No doubt everyone has had their email spammed, or wish that so many random companies didn’t know the address of their house to send them junk mail too often. The annoyance to these messages is simple: their message doesn’t matter to you and you don’t want to hear it. Who in their right mind would want to be constantly pestered by a complete random stranger? The sense of sincerity is lost and the attitude of "they’re only sending me this because they want me to buy something" eliminates any chance of even glancing at the next item that comes your way.
"If you think about it, people just want that personalized — and in-touch — service that our grandparents once had."
They’re looking for the type of communication that leaves no question as to whether its intentions are genuine.
It appears that the public has called for a level of realness between themselves and companies. This level of personalized touch and wholesome communication has sprung into this concept of content marketing.
In an article written by the Content Marketing Institute, they define content marketing as 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.”
The focus has turned from the products to becoming a brand the consumer can trust. They further stated, “Instead of pitching your products or services, you are providing truly relevant and useful content to your prospects and customers to help them solve their issues.”
Providing helpful information on topics your desired audience values or has problems with has turned marketing into a different realm of relationship between brands and consumers. There is something valued in the sense of security the consumer feels, knowing that a brand is invested in their best interest. It's not that the companies are trying to solve their problems, but rather is providing the information that one might be able to solve the problem on their own.
The Content Marketing Institute includes this short video that perfectly exemplifies the growth the John Deere company had by writing “The Furrow”, an informative and helpful magazine to all farmers that they began publishing in 1895.
This example by John Deere emphasizes the statement made by Business Europe on the Web:
“Good content marketing isn’t about pushing a product on an audience, but rather about crafting genuine experiences that can be communicated across different platforms. People want real experiences now more than ever,”
The key lies in creating those 'real experiences' as mentioned above. These positive experiences are what build real relationships, the kind consumers are asking for.
Consumers are calling for authenticity. Will you answer?
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