The generally accepted view of marketing is evolving. Core marketing principles such as brand and value still apply; it’s the ways in which we communicate our brand and value to customers that have changed. Crafting a sales message and directing it at customers through advertisements or websites assumes that customers just need to be “sold” on our products.
If we view the marketing communications process as interacting with our customers by providing useful information about our products, we are participating in a “new” type of marketing—content marketing.
The need to inform customers may not seem like a new concept. Informing has been one function of advertising for decades. The difference, from a content marketing perspective, is that an informational message is no longer synonymous with a sales message. Content marketing inspires a connection with customers.
What is compelling content? This is information that helps existing and potential customers understand and use our products, trust our company and reinforce the value we offer. New product information, demonstration videos, customer feedback forums and photo galleries are examples of content that establishes the company as a valued resource and sets the stage for an ongoing conversation with customers. Our content marketing strategy may result in a purchase action, however, the purchase is not the immediate objective. The short-term goal is an informed and engaged customer.
Where is content published? To publish marketing content, we need to use our customers’ preferred communication channels. Traditional promotional tools such as radio, television and print are still content publishing options. Publishing our compelling content using newer media channels (social media, blogs, websites) offers new opportunities for two-way conversations with customers. Keep in mind that potential customers are searching for the information you will publish. A search engine optimization program geared to helping information seekers find your published content will draw more potential customers to engage with your information.
In a report published this past September, International Data Corporation (IDC) found that 71.3 percent of all smart connected devices shipped in 2012 were smartphones and tablets. That percentage is expected to grow to 87 percent by 2017. Marketers no longer define a separate “mobile strategy.” Instead, overall marketing strategies emphasize content that capitalizes on multiple devices and channels.
Who creates content? Marketing departments, advertising agencies and freelance creatives will continue to oversee and generate branded content in support of marketing strategies. However, the inclusion of social media in content publishing activities can spread content creation responsibilities throughout a company. Writing for the Harvard Business Review, Clare Shih believes that key elements of social media responsibility should shift from the corporate level to the division/department level. Shih asserts that “…sales teams and other customer-facing roles will increasingly tap into social networks for ways to authentically reach and engage their customers and prospects, build their credibility as a trusted advisor through value-added content, and provide higher levels of service…”
Empowering front-line employees to maintain the company brand requires training, but providing information to and answering questions from customers through social media should not be treated much differently than face-to-face interactions.
How is content marketing success measured? Marketers know they are accountable for the money spent on marketing efforts. Campaigns should be measured and there are several analytical tools available to measure sales results, time spent interacting with websites, emails opened and clicks on banner ads.
Less analytical, but no less important, standards include Facebook “likes” and the number of Twitter followers. However, these quantifiable measurements may not give the complete picture of content marketing success. Establish concrete objectives to use when evaluating marketing efforts, but allow for some intuitive judgments about the intangible aspect of building long-term relationships with customers.
In a recent Entrepreneur article, Jim Joseph describes content marketing as “adding value to your customers’ lives by giving them something that helps them beyond just the product you sell.”
Value remains at the heart of marketing; to capture the hearts of our customers, we must provide compelling content.
Michael Hansen is a professor of business at COCC with a background in marketing and communications. You can reach him at 541-383-7710.
