Management consultant, blog writer, dreamer
Content marketing is the only marketing left. Teaching your customers and giving your customers the resources to believe you are new marketing, said Seth Godin, renowned marketing author. Seth was right in 1999, and he is still spot on.
The internet provides numerous opportunities for retailers to share information about their brand and products. And this is what customers want. According to the Content Marketing Institute 1, 70% of people would rather learn about a company via an article than an ad.
In fact, “Nine out of ten organizations are now marketing with content – that is, going beyond the traditional sales pitches and instead enhancing brands by publishing (or passing along) relevant information, ideas, and entertainment that customers will value” confirmed Alexander Jutkowitz 2 back in 2014.
What is Content?
Before discussing the “content marketing’ construct, we must first understand what ‘content’ is. Content is everything that a web user reads, hears or experience when he/she visits and interacts with a digital communication.
Dr Dave Chaffey 3 refers to content as the combination of static content forming web pages, but also dynamic rich-media content which encourages interaction such as videos, podcasts, user-generated content and interactive product selectors. But what is the best content for retailers to use?
James Yankey identified the following as best content for retailers to use:
- Reviews – customer reviews ensure that shoppers feel confident in their purchases. It also let retailers know where they can improve or respond to negativity.
- Personalized recommendations – knowing your shoppers’ purchase history and what they’re currently in the market for is the best way to offer personalized recommendations.
- How-to articles and videos – retailers can capture more traffic by providing in-depth how-to’s on their website to help customers get the most out of a new purchase.
- User generated content – is the fastest growing content type. It helps you create emotional connections with your shoppers and shows that you value your customers’ experience with your products.
- In-store remarketing – Display ads: similar to ads used by digital marketers, however they’re designed for customers who have browsed in-store rather than browsed online. Email campaigns: to remind shoppers of the products they saw and loved during and instore visit.
- Loyalty offers – loyalty programs are the second most prominent driver of repeat business (AccessDevelopment.com). Things like offering 10% off a next purchase or creating a loyalty points system helps to establish loyal customers.
All content needs to be marketed…
What is content marketing? The concept of content marketing can be defined as a marketing approach, which aims to find products produced according to customers’ needs and create customer satisfaction and fulfilment in this way 4. Conveniently, we live and work in the digital age…
Digital media allow retailers to target prospects with a defined need. With content marketing, which is proactive and self-selecting, little advertising is wasted 3. Jayson DeMers, contributing in Forbes mentioned three key advantages of content marketing:
Key advantages of content marketing:
- Customer relationships. Retailers have the opportunity to build and solidify a customer relationship. The customers, on the other hand, experience a sense of empowerment when digesting the content of retailers. They feel the retailer knows what they want and speaks directly to them. In return, retailers gain satisfied, loyal customers with higher retention rates.
- Cost efficiency. It is far less costly to communicate with your customers via content marketing. Creating a valuable blog post might only take a few hours of your time, and it will continue to create value for your brand indefinitely. A paid ad campaign, on the other hand, can be expensive, and its long-term value is comparatively fleeting.
- Long-term returns. Content marketing has a higher potential for long-term returns as well. Because paid ads disappear the moment you stop paying for them, there’s a finite and linear value to your investment. Content, on the other hand, offers compounding returns over time.
However, for retailers to enjoy the benefits of content marketing, they should do it the right way.
How to make content marketing work
Important for retailers is that the content they and their users create is managed properly. Therefore a strategic approach is needed…
When you develop a content strategy, there are some key things to consider according to Justin McGill:
- Who you’re creating it for
- The problem it’s going to solve for that audience
- How it will be unique
- The formats you’ll focus on
- The channels where it will be published
- How you will schedule and manage creation and publication
Ok, you’ve tried your best, but are getting nowhere with content marketing. What on earth could be the problem?
Neil Patel, a lifelong evangelist of Kissmetrics proposed the following 10 reasons way your content marketing effort may have failed:
- You haven’t refined your strategy. Like any other form of marketing, you need a strategy if you expect to be successful.
- You don’t spend much on content marketing. Retailers who spend a lot on marketing are able to grow their markets faster than companies who don’t spend as much.
- You aren’t promoting your content. The quickest way to kill your content marketing is to do nothing after you create your content.
- Your content sucks. Sometimes, the content just plain sucks.
- You’re in a tough niche. The content marketers who are struggling the most are those that are in really hard industries.
- You’re up against a goliath of a competitor. There are times when you’re simply facing a dominating competitive landscape.
- You haven’t waited long enough. Content marketing takes time. Don’t expect results in a matter of a few weeks or even a few months.
- You have horrible SEO. If you’re doing content marketing, but have poor SEO, you might as well not even be creating content. No one is going to find it.
- Your expectations are too high. Take a step back and get realistic about content marketing. You might not double your traffic or triple your revenue.
- You’re not having any fun with it. Have some fun with content marketing. It’s not supposed to be a painful, awful and dark journey through despondency.
If you’re still battling with content marketing in spite of trying everything, best is to consult a digital marketing expert. Now let’s conclude…
Everyone has a story to tell, so they say. Your story, however, may be a good one – a story that your customers value and enjoy. With billions of stories on the web you should take care that it’s your story that is read, hear or seen. Hence the necessity of content marketing.
Read also: Content Marketing Tips for Retailers
A Marketing Plan helps you to communicate the right content to the right audience.
1 Walters, T. and Rose, R. 2015. Is native advertising the new black? Content Marketing Institute, Northeast Ohio Media Group.
2 Jutkowitz, A. 2014. The Content Marketing Revolution, Harvard Business Review.
3 Chaffey, D. 2015. Digital business and E-commerce management, Pearson Education Limited.
4 Köse, U. and Sert, S. 2016. Intelligent Content Marketing with Artificial Intelligence, In International Conference of Scientific Cooperation for Future.
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