Marketing experts agree, content marketing is the now and the future of marketing. Traditional marketing is slowly losing steam. Evidence is the fact that online users have become proficient at ignoring buttons and banners to concentrate on content. Even advertisements in magazines and newspapers are being ignored.
In simpler terms, people have gotten sick and tired of brands doing the thinking for them – how this particular brand is better suited to their needs, how a product from this company can give them a truckload of savings, and so on and so forth – all the marketing hoopla people have grown to resist.
Content marketing – a definition
As defined by Joe Pulizzi, Content Marketing Institute founder, “content marketing is a marketing process to attract and retain customers by consistently creating and curating content in order to change or enhance a consumer behavior.”
Image courtesy of Suwit Ritjaroon / FreeDigitalPhotos.net
Recognizing the fact that consumers don’t want to be told what to do and would rather freely choose based on a given set of options, with content marketing, consumers will most likely opt for a brand that continually educates them.
Is traditional marketing really dead?
If you throw this question at a guy named Aiden Livingston, a guy born in 1983 and therefore a millenial or a Gen Y baby, yes, traditional marketing is dead. Now, this isn’t a battle of the generations, but let’s face it, baby boomers are now retiring while the Gen Y babies are either at the threshold or height of their spending potential.
That being the backdrop, if your marketing strategies are still the same as those that had worked magnificently well when the television set was as big as your kitchen cabinet, you’re missing something.
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In a Harvard Business Review article by Bill Lee, With the rise of social media, community marketing has taken on a whole new level. Nowadays, when people contemplate on buying high-ticket items like a flat-screen TV or, say, a surgeon to consult with, people no longer talk with salespeople. Instead:
- they go to their friends for recommendations.
- they rely on word-of-mouth, or make their own research via social media or the general Internet, which goes to show that a buyer’s buying decision can be based on peer influence.
That being said, it is therefore safe to conclude that nowadays, if you run a business and you’re not investing in content marketing, you’re not doing any marketing.
What about you? What are your thoughts on content marketing? Feel free to share and start the ball rolling in the comments section below.
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It helps that a brand can add substance and helps a lot that it can educate a customer and interact with them. The customer needs are changing so the approach should also be adopting real fast.
Franc Ramon recently posted…Call Me Fearless
Right on you are, Franc. The operative word is change, therefore, things that worked years ago may no longer work now. Thanks for the comment. I hope you had a great Christmas!
Maricel recently posted…Is Christmas Becoming Too Commercialized?
i agree, trad marketing is ALMOST dead but there are still some people who rely on those. it’s depends on the product/service and its target audience. but generally, most customers are now on a higher level!
Carizza Chua ۰ᴥ۰ (@carizzachua) recently posted…It’s almost Christmas
So very true, Carizza. Traditional and content marketing should go hand in hand, especially now that Internet usage has probably eclipsed TV and radio commercial awareness.
Thanks for coming over. Merry Christmas!
Maricel recently posted…1 Little Girl + 1 Raffle Ticket = 3 Important Life Lessons
It is really important to go with the flow like most of the people right now go online and your target market should be there too and of course branding is really important.
claire recently posted…Merry Christmas to Everyone!!!
Go with the flow. I like that, Claire. Oh yes, branding, they say, is about stories. And stories can be told through blog posts/content marketing. Thank for you coming by. Merry Christmas!
Maricel recently posted…How to Spend Less on Gifts This Holiday Season
I really see that traditional marketing is slowly going out of the scene and brands opt to rely on online ways to capture their target market.
che recently posted…Should You Hire a Bankruptcy Attorney?
You are so right, Che. Thanks for the comment. Happy holidays!
Maricel recently posted…Twitter, a Newbie and the Art of Unfollowing
Well with the power of the internet, it’s really not practical if you stick to the old ways of marketing. Content marketing is much more helpful for customers, I even do some research first before I go and buy something 😀
Clare recently posted…Brownies Unlimited
Hey, Clare, thanks for visiting and leaving a comment. True. A lot of buyers today rely on the Internet for feedback, reviews and everything. Traditional media like the radio, TV and newspaper still work. But if a brand’s strategy is solely centered on these, it needs to rethink its strategy.
Maricel recently posted…How to Spend Less on Gifts This Holiday Season
As a consumer, I really appreciate businesses that invest some money on advertising their products and services the “NOW” way. Traditional ways are still okay but for me, content marketing is more effective.
Mary Anne Velasco recently posted…Harbin – A Winter Wonderland
You are so right about that, Mary Anne. Everything is evolving. And if businesses are unable to take advantage of advertising changes, i.e., content marketing, they are in danger of losing a good portion of the market share. 😉
Maricel recently posted…Twitter, a Newbie and the Art of Unfollowing
Out with the old, in with the new. Life’s like that, we just need to adapt to change. As it’s the only thing constant in this world, even in marketing!
Personally, I look at user comments before buying whatever. 🙂
Gemma|My Dailies recently posted…There’s a purpose indeed!
“Out with the old, in with the new.” Nice one, Gemma. Thanks for visiting!
Maricel recently posted…The Cardboard Box and the Creative You
got loads of good information here, maricel. i agree, one must change with time to stay competitive. Yahweh bless.
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Glad you like the article, Ralph. Thanks for coming over.
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