Content marketing has become the biggest thing in the digital sector over the last half decade. Consumers don’t buy into the traditional advertising mediums like they used to and business owners have fully invested in content marketing after seeing the impact it has on customers and potential leads.
But if all good things come to an end can we expect to see content marketing fade away into the background? The initial answer would be a resounding no, but nobody would have predicted TV ads would fall off the pace – so maybe we shouldn’t be so confident.
Why content marketing works
Content marketing has in many ways replaced the hard selling forms of traditional advertising that consumers have become wise to. Think of the money advertisers once invested in newspaper ads, leaflets and other printed resources. Now ask yourself when was the last time you read one of these ads or leaflets before they went in the bin. The number is probably zero or very close.
The fact is people don’t have the time or the inclination to hear a one-sided sales pitch. Nobody cares how excited you are about your product when they have access to just about everything online. All the consumer is interested about is what’s in it for them.
Content marketing slots into the gap by establishing a relationship with an audience and offering something for nothing. Whether it’s advice, a solution or an incredible offer, your marketing efforts offer up something of genuine value in exchange for your audience’s valuable time. How valuable you make this time depends on how effectively you encourage your prospects to further interact with your brand – but strategic content is your foot in the door.
Is content marketing a trend?
No. The way we go about marketing content will change over time – but the core principles remain the same. Technology has played a massive role in the evolution of marketing, but even the modern day of content marketing isn’t completely alien to older forms of advertising. The difference is there has been a power shift and the consumer is now in full control. While print ads once told people they were the luckiest person alive to get such an offer, consumers realise now that the retailer is the lucky one – for getting their business.
Essentially, the age of content marketing is the way marketing should always have been done. It forces businesses to look at themselves and ask what their customers want how they can improve. For a brands to stand out against overwhelming competition, they now have to offer something unique and incredibly valuable to their prospects – before, during and after the sales process.
If anything, this demand will only get stronger as consumers command a louder voice on social media and industries grow more competitive. If there is a content marketing bubble waiting to burst, it will be the businesses who are half invested in the concept and settle for cheap options and weak content. They will eventually see this approach doesn’t work and either invest in quality content or ditch the approach altogether. Meanwhile, the businesses that understand the benefits and necessity of content marketing will invest more to improve quality, stay competitive and increase ROI.