Blogs. Social media. Video. White papers. Infographics. All these things, and more, are content and can be used in content marketing. But what is the point of generating all this content?
The point is this: in an increasingly fractured media landscape, building an audience and a community around your company is one of the few ways to directly reach consumers. By giving them something of value, they will give you some of their attention.
Content marketing is about building trust. If consumers trust your company, they will be more likely to buy from your company.
Today’s consumer is used to doing their own research before they buy. According to a 2016 Demand Gen Report, 47% of buyers view 3-5 pieces of content before engaging with a sales rep. Wouldn’t you rather have one of those pieces of content be from you?
The Marketing Funnel is Changing Shape
The marketing funnel isn’t so much a funnel anymore as a flywheel. This Forbes article excerpt explains it best:
A change in mindset and a library of high-quality content will replace this traditional funnel with something more sustainable (and effective). The funnel is becoming more of an ongoing cycle that prioritizes continuous engagement over transactional relationships. This increased focus on nurturing, especially post-sale, makes customers more likely to stay with you or buy again — and more likely to give recommendations to friends and colleagues.
With content, you can transition your brand from vendor to partner. To be honest, someone else in your space can almost always come in and undercut you on price. But when you continuously engage your clients, build lasting trust, and form genuine partnerships, you’ll have much greater staying power.
The Oldest Content Marketer on the Block
Content marketing has been around for as long as there has been, well, content. One of the earliest, and in my opinion, one of the best content marketing examples is The Furrow magazine produced by John Deere.
What started out as an advertorial-driven publication turned into a beloved resource for generations of farmers. Today, The Furrow is a story-telling vehicle, with great photography and advice on how farmers can run their businesses.
And, there’s not much actual mention of John Deere. The Furrow is happy to be a trusted source for farmers, and in exchange, farmers let John Deere into their homes.
Fun With Fireworks
You don’t have to be the flashiest company on the block to use content marketing. Case-in-point, high-end cooler company Yeti. From the beginning, Yeti forged their own marketing path.
In addition to targeting “prosumers” with sponsored programming on hunting and fishing television stations, Yeti created a series of short video clips that put their product to the test. They pitted their coolers against a professional wrestler, a slingshot, and even fireworks.
Content marketing is usually educational. But it can be fun, too.
Canva is another great example of content marketing that takes care of the customer rather than pushing them through a funnel. Canva is a graphic design app that also publishes helpful content through their Design School blog and social media. They are a resource for their customers and earn their trust.
I used Canva when I was working in a job where I did not have access to Adobe products (the industry standard when it comes to graphic design.) I also tried out different software alternatives. Truthfully, if the Canva software didn’t work as well as it does, I might have gone with one of their competitors. But, Canva works well and it’s a great resource. So, I went with them.
Yes, eventually I moved on to Adobe products. But it certainly wasn’t because of price (graphic designers often call it the “Adobe Tax”). For a long time, I relied on Canva for graphic design basics and how-to information. And now, I tell anyone and everyone who needs graphic design software cheaply to try out Canva. I am no longer their customer, but I am an advocate for them.
Content marketing is a slow roll. It’s like leaving a bread crumb trail for consumers to follow. Spread those bread crumbs around, make them irresistible. Everyone wants to be remembered, so tell your story.