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THE 2020 GUIDE TO CONTENT MARKETING

Written by Ann Udeh

January 13, 2020

‘Content marketing is all the marketing that’s left…’ – Seth Godin.

Gone are the days when traditional marketers would stuff the entire public with junk that appeared to be professional, ritzy, and appealing. Or so, they thought.

For them, it was a tactic to sell, and to get their products in the open; even if the content was irrelevant.

How they got away? Well, there was a loophole.

In the 17th and 18th centuries, media was the legitimate platform to advertise goods and services. So, whatever brand made the headlines, sold. Tragic!

The focus was on ‘preaching the gospel’.  As a result of this, needs were not met. Many customers were disappointed, and most never made a repeat purchase.

Word went out, and it was bad for the companies involved. Sales dropped, just the same way it magically arose. Equally, customers were difficult to keep, let alone, attract.

The majority of companies folded up, not being able to contain the crises.

Two to three centuries passed, and technology joined the wave. Content marketing became the new emphasis, because the whole world now had access – watching from the comfort of their rooms. Organizations could not afford to spit out content that would lead prospective customers away.

Teaching your customers and giving your customers the resources to believe you is new marketing’

– Seth Godin.
Content needs good planning.

Photo by Kaleidico on Unsplash
Content is better when you plan and collaborate with others.

Today, content has become expressive in its own right. It has become accessible in video format, info graphics; as copy, articles, e-books, reviews etc.

Anything could pass, just as long as it informs, engages, and attracts.

There are three objectives for content marketing: reach, engagement, conversion. Define key metrics for each

– Micheal Brenner.

It’s the 21st century! And everyone is churning out, having seen the importance.

While you may want to join in the din, you should set your goals right, and prepare yourself.

The truth is everyone’s making so much noise in the marketplace, So it’s tard difficult for prospective customers to exercise their purchasing power. Sure! With all that noise, it can be really confusing.

Quality content means content that is packed with clear utility and is brimming with inspiration, and it has relentless empathy for the audience

Ann Handley.

In recent studies on consumer behavior, psychologists have revealed in detail that 80% percent of online prospective customers get frustrated daily with content they find. As a result , they’d rather feed their eyes.

That only implies that it takes great, awesome content to connect with them, and not just some mere jambling of words.

Even at that, it would take a clear call to action to convert them.

‘Focus on the core problem your business solves and put out lots of content and enthusiasm and ideas about how to solve that problem’

– Laura Fitton.
Content Marketing requires audience focused ideas
Photo by Kaleidico on Unsplash
Your audience is the focus of your content. Build it around them.

Naturally, people want to feel that you’re part of their everyday life. They want to feel like someone is listening to them. To their needs. They want to be spurred on!

That’s where your brand comes in. You have to make them feel that you can make all of their problems go away with the use of your product/service.

Through 4k videos, cutting-edge pictures, and fascinating reviews, you’d be able to convince them. They would be able to experience your brand firsthand, at whatever buying stage they’re in. For sure, that’d make all the difference, and tell you far apart from your competitors.

Content builds relationships. Relationships are built on trust. Trust drives revenue – Andrew Davis.

Then they know that they can trust, so they hold you in high esteem, consequently you become an influencer, a voice that they can listen to. That’s when your fan base increases in quality, and number.

‘Marketing is telling the world you’re a rockstar. Content marketing is showing the world you are one – Robert Rose.

To sum, content marketing is telling your story, and building your tribe. It’s upholding your vision, and inspiring others with it.

If you can shake the world with your content, then you have certainly taken it on.

Your content is you! Are you willing?

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