A brief guide to content led marketing
The way companies market to customers is constantly evolving. Technology has changed how we respond to marketing and advertising; rather than having to sit through a stream of adverts when watching television, there is now the option to skip them. More and more people are choosing to consume content on mobile phones and tablets rather than desktops, so adverts have been optimised for mobile usage. Social media advertising has become more prevalent, as companies try to take advantage of the enormous customer base they could tap into. Marketing has had to evolve to keep up with the times, and content led marketing continues to grow in popularity.
Companies have long recognised that traditional advertising methods will no longer suffice. This is because consumers tend to automatically filter out incessant banners and blatant adverts that pop up and dominate their screens after years of exposure to them. Therefore, native advertising in the UK and around the world is becoming the norm, despite being met with some controversy. Here is a brief guide to content led marketing.
Content must be insightful and valuable to the reader
Readers need to be able to gain something of value from the content they are consuming, as this is what will attract them back to a company’s site. It is important not to sell to them, but to increase their knowledge of a particular subject matter, and educate them as buyers. If they deem your company’s content to be valuable, they are more likely to return to your site, and buy from it.
Content must be transparent
Native advertising is where adverts and brand messages integrate with ‘regular content’ more seamlessly, adopting a similar appearance by using the same formats. Although native advertising has been hailed as a way of overcoming problems posed by traditional advertising methods, it has been met with controversy, with some arguing it could mislead consumers. Concern was recently raised when BuzzFeed featured an advert for Dylon’s Colour Catcher in one of their posts, because the post took the form of a typical BuzzFeed listicle.
Such examples illustrate the importance of having transparent content. The consumer must always be made fully aware about what they are reading, even if the advert integrates with other forms of content. Ensuring transparency will establish trust with your customers, and will encourage them to return to your site.