Why content marketing trumps advertising? People actively avoid advertising. Here is the data and charts to help you craft your content marketing. 7 tips.
Read the full article at: heidicohen.com
Most traditional advertising is a load of hot air, and customers are tired of it.
New Zealanders, especially urban New Zealanders, receive thousands of brand messages every day. That said, how can you make your brand keep top of mind?
Here are 3 key things that have changed advertising:
1. People have greater control over the media / content they choose to consume.
http://www.slideshare.net/kleinerperkins/internet-trends-v1
Implications for business: As a small business, you can’t be everywhere. You must be in your prospect’s inner circle of trust before they begin their journey to purchase. Social media is a great way of building trust well in advance.
2. Customers are savvy.
Most do their research well before most business are even aware they’re looking for a product or service. According to Google, the average shopper checks 10.4 sources of information before making a purchase decision!
B2B or business buyers, are over half way through the buying process before they contact you.
Implications for business: Provide the information your customers are looking for online. Not everyone will want to contact you to ask for more information.
3. 86% of customers value brands that are useful over those that have interesting advertising.
Content marketing actively seeks to overcome barriers and objections to the purchase of a product or service. Providing customers with useful information they need means that your brand becomes a trusted source of information.
Key things you can do online to build trust:
1. If you’re not already, get on Social Media. Make your product / service social and irresistible!
2. Use customer testimonials. Photos of testimonial subjects are useful here.
3. Get more product information on your website. It’s the no. 1 most people are looking for.
4. Create how-to information about using your product or service and how it can make their lives easier.
5. Make content readable and enjoyable: Use images, bulleted lists and devices to make your post enjoyable.
Remember, traditional advertising still has it’s place – it’s great for driving people to a piece of content, especially a piece of free downloadable content to grow your email list.
Advertising can be part of your marketing strategy, but in the day and age of Content Marketing, leading the way with helpful and useful information will win in the long run.
As we say at Dickiebird, simply remember to ‘Be remarkable – cut through the noise online’!
