What is Content Marketing?
We live in a media world, and companies need to understand how to exploit it. Richard Edelman, CEO of Edelman PR, the world's largest PR firm, has gone as far as saying that EC=MC.
"Every Company is a Media Company. "
Companies need to draw attention to themselves. With tools other than advertising. Create information that is worth reading, seeing, hearing and sharing. Therefore, Content Marketing is the big trend in marketing.
The ultra-short definition of Content Marketing is that it's about karma.
You give out something for free and get something in return. More people discovering you. More people visiting your website. More people who trust you - og give you their email addressesso you can send them tempting offers. More people who buy something from you.
In a world that has gone online, it means that using the right channels and tools can reach many. If you send consistently important and valuable knowledge and know-how to people for free, you become both visible and interesting.
More and more people will visit your website, and Google's search algorithms and pageranking will register (remember SEO). You go much higher up in a Google search, so people searching for what you offer will see your page as one of the first.
A good circle is set in motion that you can continually reinforce by being persistent and valuable in your Content Marketing.
We live in a recommendation economy - take advantage of it!
Does it sound too good to be true? It is not at all. This is a natural consequence of the evolution and behavior of the Internet itself. People help each other free online, share valuable knowledge, and there are huge amounts of free information about everything in the form of guides, consumer reviews, blogs, videos, technical forums, music, etc.
Companies need to be involved. We have become accustomed to the fact that much is free online, and if a company wants to be visible in that world, it must also share free of charge.
The explosion in social media means that the Internet is humancentered. Where initially it was considered to be a new channel to advertise with websites, today it has become a dynamic platform where people are cross-linked. And very important in this regard: We have created a recommendation economy.
We are merciless if we find that a company gives us a bad treatment, sells bad products or has otherwise displayed a disappointing behavior. We are quick to share bad experiences of this kind on social media and in reviews. It can be disastrous for a business.
But we are also fair. If we experience good treatment and fine products, we also share and recommend it. And it can be a giant tailwind for a company.
Don't hype - tell something interesting instead
It's not about hyping your products and services. Content marketing is not advertising as in traditional marketing. People are tired of advertising online and have long since stopped clicking on banner ads.
An important point: Advertising is trying to steal people's attention. Content Marketing is selected by people voluntarily.
Traditional marketing has the overall objective of selling a product.
This is not the case with Content Marketing. Here the starting point is about creating relationships with people. Give them important information they can use for something and make them want to hear more from you. Over time, it will create confidence and a desire to buy something from you - and depending on what you sell it may create a long-term loyalty relationship.
Connect before Commerce is a mantra in Content Marketing.
What is Good Content Marketing?
First of all, you need a good website. It has to be well-written, clear, visually attractive, informative, well-structured and easy to navigate. It must be functional and professional so the clients are not disappointed once they get there.
The trick is to lure them in there. And here there is no "one size fits all". It depends on the product or service you offer. For example. For some companies, it's quite obvious with “how to do it” manuals and videos. Such as. Low-cost plumbing, showing here how to mount a faucet.
For other companies, the product is of a nature that requires a different creative approach. For example. Momondo did not make a “how to find a cheap trip” video that would hardly have gotten many viewers. But instead this one about a number of selected people's DNA tracks. A very interesting video (but not cheap) with so far over 7 million. views - which nothing directly has to do with the services provided by Momondo. But a gigantic success because it triggers our emotions.
And just that can be a key element of Content Marketing. Our "emotional triggers". All experience shows that we buy much more often with the heart than with the brain. Many of our decisions to buy are not particularly rational because the emotions are about to play. Which emotions to appeal to depends on your audience.
A classic that can hit a broad audience is, of course, humor. But in a world heavily burdened with political correctness, one must step cautiously. But still - it can of course easily be done. As DollarShaveClub does in this video. Cheap and simple.
Another way to attract attention and engage people is to make a quiz. Yes, there are many of them on Facebook and various websites, but they work. It's an obvious way to lure people's email addresses out of them. Like WWF do it in this already from the start. Or as goerdetselv.dk, which has many quizzes - eg this one - which gives the result, but not what is right and wrong, unless you register.
How do you do it?
In addition to thinking creatively, new and preferably daring, there are many tools and channels that you can use in Content Marketing. Here are some of them:
- Content on social media
- Digital newsletters and email campaigns
- Articles and texts on the company's website
For most companies, these are the most important and often fully adequate if well done - and I can deliver the content to all of them. There are many other options and I can handle most. Animation movies and infographics are some of the few areas I do not cover, but people in my network do.
If you need Content Marketing in your business, we will talk thoroughly about which methods and communication channels are best suited for your audiences and what you offer.
In this talk, we also focus on the planning.
- Set yourself a goal. What is it you want to achieve with an effective Content Marketing strategy?
- Define your audiences and their interests and preferences. What do they need? How can you help them?
- How do you make the best possible content to capture the attention of your audiences and reach your goals?
I help with planning, strategy and strong, creative content.