Content Marketing

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One of the most important strategies is content marketing, and it is not as groundbreaking or as complicated as you might think.

Why is content marketing important?

Content marketing is incredibly important to your customers, prospects, and followers. The general idea of ​​content marketing is to create and promote something that is relevant to your customers.

When people come to your website, they don't just want to know about your products and services. While most companies are happy with creating service and location pages (to help SEO superficially)  it doesn't help establish trust and awareness for their customers.

SEO and content marketing work together that way. While SEO is a great way to reach your audience, once you've reached them, you should have something to say.

 If you have a website that is full of "Buy Now" or "Call Us" buttons, how are you reinforcing the sale?

When people are on your website, they are in there to buy something. What is the thing that distinguishes you from your competition? What prevents leads from continuing to seek lower prices?

Content marketing gives your business a voice and a personality in a world full of ads and promises.

Nevertheless, what is content marketing?

Content Marketing is any type of complementary content that the client can enjoy. You want to turn the client into a member of your audience, the content is for them to enjoy, consume and learn.

Be it a blog post, FAQ, informative or entertaining video, informational podcast, or fun newsletter. Anything that can make your customer enjoy your presence, more than just being a supplier of a product.

For example, Dollar Shave Club is a brand that is sold for being fun and interesting. From their very first ad, they are distinguished by their tone and attitude.

Then they continued with the minutes of bathing. There is a newsletter that they send out with each packet to read in the bathroom. This is not only entertaining, but it is also appropriate. It fits within your business goals.

Mix your products and culture. Write content to reflect your views and attitudes towards the world and the industry.

The difference between ads and content

Now, if you paid attention to the last section, you will notice that I mentioned two clearly different things. The advertisement featuring Dollar Shave Club and the content.

The ad is selling the product, but the content adds personality. The ad was clearly on a big budget and caused a lot of fuss for them, but "bathroom minutes" kept many people on their toes.

But what if we compare similar styles from two different companies and see how they do it together?

Keep walking

For this example, we are going to look at two different examples from two similar companies. Johnnie Walker Scotch and Jameson Whiskey. Let's compare 'The Man Who Walked Around the World' from 2009 and 'The Ventriloquist' from 2012.

The Man Who Walked Around the World is a great film work in its own right. The backdrop, the use of accessories and the masterful casting of Robert Carlyle make it stand out as a truly innovative advertisement. But it is still advertisement. While innovative in its presentation, the full clip is still about Johnnie Walker as a brand.

While it is not advertising for a particular product, it is advertising for the brand as a whole.

Next, let's look at The Ventriloquist by Jameson. It is also a great piece of film. The setting, the use of props and the masterful casting of Kevin Spacey make it stand out as a great short film. And it's just a short film. There is no mention of Jameson at all. The story didn't even resemble the very values ​​of Jameson itself, but it was still created, and it was still interesting.

This started a full line of shorts called the 'One Shot' series with actors like Willem Dafoe and Adrien Brody. The series averages a little over a million views on each movie. Now Johnnie Walker has also gone his way with more content-based approaches, but nothing came as close as "The Man Who Walked Around the World" and they always featured the brand last, even when the content had nothing to do with that.

So what do we learn from all this?

Content gives you the opportunity to separate yourself from your brand. It gives you and your business the opportunity to worry about something other than selling, even though you can still convert them through content.

Content is great because in a world of corporate similarity and terminology, content gives you the opportunity to speak as a person.

Content gives you the opportunity to express things that other companies don't, and that allows you to stand out as a person rather than simply as a company.

In this day and age, people are looking for something to associate with, not products.