As the digital world becomes more ingrained in our society, consumers become more skeptical. An article from Forbes tells us that today’s consumers are “a great deal more sophisticated than previous generations” or in other words, they know how to recognize traditional marketing tactics and tune them out. This can present a real challenge for brands trying to connect with consumers through marketing. So, where do we go from here? Well, we can build authentic relationships with consumers through content marketing.
What is content marketing? Content marketing is building and executing a strategy focused on relevant, meaningful, timely, consistent content. When showcasing authenticity and targeting a specific audience, this strategy connects consumers to a brand on a deeper level. Once connected, the goal is to convert the audience to active, loyal consumers. In the simplest of terms, it is telling the brand story in a digestible, honest way.
Content Marketing: Authenticity is Key
When asked “what is content marketing” a decade ago, the answer would have been very different. Nowadays, according to PwC’s Preparing for Tomorrow’s Consumers Today: The Future of Consumer Markets Report, “Traditional marketing channels will continue to blur as retailers and manufacturers embrace a direct-to-consumer model.” This means today’s consumers want more organic content from brands themselves rather than sales pitches on paid ads and TV commercials. Consumers want to know who brands are and what they stand for, not just what they sell.
Content marketing thrives in the digital space because of social media. Social media helps consumers to stay up to date on world events, gather information about social issues, and even interact directly with their favorite brands. The PwC report predicts that “the world of social media will increasingly influence brand perception and reputation.” Therefore, effective content marketing on these platforms can increase positive perception and build strong reputations.
But, what is content marketing in terms of execution? There are many ways to execute this strategy in the digital space! Here are a couple of examples to get you started!
Create an Engaging Instagram Feed
Instagram is one of the most highly used social media platforms in the current marketplace, especially for younger audiences. Create posts 2-3 times a week with personal testimonies, Instagram takeovers, or simply short stories about what the brand values. Whatever you post about to connect with consumers, make sure to have an aesthetically pleasing, cohesive feed.
Produce an Online Video Series
Video is one of the most engaging mediums available and is easily accessible by brands and consumers alike. Pick a compelling trait or practice about your brand and develop a series. Discuss why this trait or practice is key to employees, your brand, and the world around you. Feature your series on Youtube, Vimeo, Facebook, or Instagram to reach your consumers!
Content Marketing with Frozen Fire
Now that you know the basics, let us help you engage and connect with consumers in the digital space! Not only do we offer marketing services, but we also have an in-house video production team. Check out our process in developing effective marketing strategies and contact us today for more information on how we can help your brand with content marketing!