Building a Sustainable Brand with Content Marketing
"You know what guys, we should get into Content Marketing."
"Content Marketing is the way to build our brand, people."
"What we need is Content Marketing, look how amazing Flipkart has gotten at it!"
If you were part of meetings where such phrases were commonly used, then this is for you.
Content Marketing is everyone's favourite digital marketing buzzword. While popular belief may be that the label is new, the actual notion of marketing content isn't quite so.
Your organization probably has been making content for years now. Traditionally, it was surveys, newsletters and reports. But with the advent of digital, websites, blog posts etc. were added to the list. Basically, the power of content was used to keep the existing customers happy.
How Content Marketing helps in Building a Sustainable Brand?
What's new though is the tactical focus of content marketing in generating more leads, spreading brand awareness and helping audience growth. Roles are being created in Content Marketing and teams restructured across a diverse range of industries. Various disciplines like editorial, PR, social media and SEO are coming together to focus on one marketing strategy. If you are looking to build your career in this domain, sign up now for PG Certificate Program in Media & Entertainment Management from MICA, else read on.
The current trend is that companies hand out Press Releases and pay to get featured on various platforms. But it’s not quite working in their favour. So here’s what you do: Don't just churn out Press Releases. Move to quality content.
'Quality' is the key to successful content marketing. Thanks to the impact of Social Media and a rapid increase in the number of channels - it's easy to market across. While it was easy previously to get a Facebook or a Twitter account and stuff it with brand slogans, press releases and other marketing junk - companies were forgetting a couple of important points:
- Traffic should move both ways, it's a channel.
- Nobody really cares about what your company has to say.
- And finally, your company will run out of things to talk about.
Consumers are waking up. And if brands offer nothing more than social updates for the sake of it, press releases will soon dry up and become useless means of broadcast.
Social Media is a good platform for engagement and sharing content as part of a larger content marketing strategy. Companies that make use of this enjoy improved ROI, greater traffic, and higher positive brand awareness.
However, the strategy will tank if you are not putting out content that people would be interested in sharing with others. Content needs to be one (or all) of these three things: entertaining, interesting or useful. If it is not, then it has no value and users would not like to stake their online reputation by sharing it.
From images, videos, how-to-guides, and photography to blog posts, infographics and podcasts: the format of your content can be anything. Anything that is not just a simple press release can be subsequently planted on the internet. It will hopefully, go viral with the help of shares and reposts from the followers of your brand.
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