They believe that there such brands have the ulterior motive of manipulating them into buying their product(s). Here are a few tips to help you improve your content marketing: It’s not always about the product Consumers don’t consume content to buy your product. Marketers just need to associate themselves with the content represents their product. People consuming and liking such content will automatically associate themselves with the brand! For example, John Deere’s magazine, The Furrow, actually helps farmers with their techniques. So when farmers associate themselves with such content, they automatically start associating themselves with John Deere. Make it mutual If the content is a vehicle for you to increase your sales, it should provide a solution to the consumer’s issue as well. This strategy provides answers to the helpless travellers, and at the same time, the marketer gets to associate themselves with the solution to the issue. Content marketing is not advertising. People think that content marketing is manipulation.
Content marketing is one of the most ingenious ways of building a customer base. But lately things appear to be backfiring. People have started becoming cynical and suspicious of brands that appear in editorials. They believe that there such brands have the ulterior motive of manipulating them into buying their product(s). These interpretations are too negative, which is why content marketing is losing its credibility amongst content consumers.
But does that mean that content marketing is dying? No. Content marketing by itself is not a bad technique, but content marketing done badly is a bad technique.
Here are a few tips to help you improve your content marketing:
It’s not always about the product
Consumers don’t consume content to buy your product. They consume content because it engages or entertains them. Marketers just need to associate themselves with the content represents their product. You don’t need to literally ask people to buy your product in the body of your content. Rather, your content should depict the ideology of your brand. People consuming and liking such content will automatically associate themselves with the brand!
For example, John Deere’s magazine, The Furrow, actually helps farmers with their techniques. It doesn’t ask them to buy John Deere, it talks about good farming. So when farmers associate themselves with such content, they automatically start associating themselves with John Deere.
Make it mutual
If the content is a vehicle for you to increase your sales, it should provide a solution to the consumer’s issue as well. The content should act as a middleman – a link between the market and the consumer. For instance, Hipmunk is a travel booking website that publishes helpful blogs for travellers. These blogs are informative…
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