The year 2013 saw a big shift in the online marketing game, moving trends away from invasive advertising and formulaic SEO strategies, pushing more and more towards content creation as a prime means of generating customer interest and sales.
As a result, content marketing has continued to grow in not only prominence, but results and momentum throughout 2014 as well. We soon expect content marketing to be the only marketing solution for brands and businesses big and small as of late 2014.
What exactly is content marketing? Can my small business even afford it?
Most likely, the big question for small and medium-sized businesses right now is this one: “What is content marketing?” Look up the phrase content marketing on Google and you’ll likely read something about blog posts, case studies, or even short films that businesses and brands use to attract and maintain customer attention.
In reality, content marketing does not have a strict definition, which should definitely set your mind at ease as you go about formulating a content marketing strategy for your business, big or small. In fact, the greatest thing about content marketing as it currently stands is that the only two requirements are:
- Produce content of the highest quality and creative value that you can use again and again
- Use a voice that drives readers towards clear results
What are some “starter” content marketing ideas for dummies?
Rule number one: no one’s a content marketing dummy! But asking how far “outside the box” is a good place to start.
First, stop thinking of “content” simply as written text. Blog posts and public reports such as case studies can be a great part of your strategy, but must be part of a multi-faceted approach. Visuals must therefore play a strong role in any piece of content marketing since there are plenty of people who would rather not wade through continual blocks of text to absorb a content marketing experience.
So, the marketing community at large now realizes that all people learn and retain information or “content” in different ways, and content marketing allows us to respect that fact. From podcasts and video projects to infographics and photo (or even “Buzzfeed style” .gif) essays, businesses are loosening their definition of “content” and reaping the benefits in the form of higher internet traffic, greater customer engagement, and higher Google rank.
Isn’t this all expensive?
To put it bluntly, most internet users are blocking advertisements and shutting down to written content that is so loaded with links and keywords that its commercial overtones couldn’t be worse. Because of this, internet marketing professionals have realized that as consumers become more and more discerning of good and “bad” digital quality, the best way to gain their trust is by simply establishing the brand’s taste, tone, and value through unique and highly pleasurable content.
This means that if your actual products or services were high quality from the start, you’ll have to do little more than “show off” your product involved in unique narratives and integrated marketing via content. Versatility across a wide variety of platforms, especially visual and fast-growing ones like Instagram or Pinterest is important in selecting your content marketing mediums and strategies as well.
How do I get started with Content Marketing?
At BWD we currently work with our friends over at GatherContent to work with clients to kick start their content marketing strategies with all of the strategy and starter content they need to get going on their own in less than a year.
GatherContent allows us to easily schedule, organize, and create content alongside our client’s approval and collaboration in a completely remote environment (an essential aspect of any content marketing plan these days!) Say hi.
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