Techblog
Content Marketing: Buzzword or the Real Deal?
Content marketing is this year’s hot topic. And it’s not leaving anytime soon. Here’s why becoming schooled in content marketing, and steering away from a sales pitch can help SMEs gain loyal life-long customers.
The internet is abuzz with the phrase ‘content marketing’ – but don’t let the hype fool you. Content marketing has been an integral component of online marketing strategies for years. While the online space continues to develop, the sophistication of search, data, and new consumer consumption habits, means this component is becoming an indispensable element of an SME’s online presence.
What is content marketing?
Content marketing is the process of creating and distributing relevant, helpful and interesting information to online audiences in order to drive a profitable customer action.
Content marketing works on the premise that by creating and curating quality content in the form of
- personable blogs,
- social media assets,
- email newsletters,
- white papers,
- videos and
- infographics,
an SME can engage and empower their audience. That is to say, they will earn the business and loyalty of online customers by providing information that empowers them when making purchasing decisions. In an online space where the voice of the consumer is now louder than ever, providing quality content is integral for SMEs."
‘It’s just a buzzword’
Even Google has taken heed of the power of quality content. Google now rewards high-quality content released by SMEs – making a business even more searchable.
Critics of content marketing often complain that by publishing enormous volumes of content, businesses will simply create noise; they will not be heard. But publishing content is only one component of a great content marketing strategy.
Content marketing successes
Large international brands and SMEs alike have both successfully implemented content marketing strategies with measurable ROI.
1. Taking hold of ‘Youtility’
Jay Baer, author of ‘Youtility’, follows the mantra ‘help over hype’. While it may seem counter-intuitive to offer customers information for free, he makes a firm case.
Hilton Hotels took hold of a Twitter handle - @HiltonSuggests - which politely responds to queries about hotels and such floating around in the twittersphere, even if these questions were from patrons of competing hotels. While this was not benefiting the hotel chain immediately, individuals who they conversed with saw the benefit of a personable brand that is both knowledgeable and helpful; a trust-building exercise which ensured their business is remembered.
2. Brand nurturing
Four Seasons Hotels and Resorts created a dedicated content platform and distribution network which saw more than 3000 pieces of content produced every week. This comprehensive plan was rewarded with an average of over 2 million unique impressions weekly for their website.
The success Four Seasons experienced was due to their ability to harness powerful home-grown stories. Riddled with emotion and experience, stories from people within your organisation resonate with consumers and earn your passionate followers.
3. Becoming a thought-leader
American Express challenged the stigma of credit card companies when in 2007 they created a site which speaks directly to their small business community, named Open Forum. Making use of crowd sourcing, the site hosts articles from a range of contributors and industry experts, entirely focused on educating their audience.
This mission-driven site fosters experience first and foremost, positively impacting customer retention. The site on average experiences 350% growth each year in unique visitors.
It’s the real deal
As a scalable, cheaper marketing option which speaks to a bigger international audience, content marketing is viable for all businesses.
As technology becomes more sophisticated and search applications continue to improve, content marketing will become inherently tied to moving customers through the sales-path. Creating compelling content for your audiences in a pillar SMEs cannot look past.