The beauty of content marketing

Social Aim Staff

“The truth isn’t the truth until people believe you, and they can’t believe you if they don’t know what you’re saying, and they can’t know what you’re saying if they don’t listen to you, and they won’t listen to you if you’re not interesting, and you won’t be interesting unless you say things imaginatively, originally, freshly.”

This quote was said by William Bernbach, an American advertiser creative director in the 1900s, and today it applies beautifully to content marketing digital strategies.

In 2017 we will have 3.2 M active internet users in Lebanon who are exposed to 247 advertisements per day in which they disregard more than half of them. If you don’t want to be neglected you need to answer the following questions: how can you grab the attention of your target audience? How do you keep their attention? How do you inspire them to talk about you and increase your audience?

The answer to these questions revolves around your content marketing strategy and its purpose of attracting and retaining customers by constantly providing them with content they can familiarize with and content that attends to a specific need. The art of content marketing is that it works on making customers brand loyal by building an ongoing two-way communication between businesses and their customers, ultimately increasing sales while using different digital tools.

Customers are not interested in sales messages any longer; they want marketers to address their specific concerns and they want to be educated about how your product will respond to those concerns. This makes the marketer’s job harder since through content marketing you are no longer just selling a product, you need to create blogs, articles, images, infographics, and videos which will touch your target market. Now-a-days, it is very important that your content marketing strategy creates an experience for customers. Let’s use Pampers as an example. Pampers provides mothers with expertise advise which eases any worry that she might have about her children. By applying content marketing correctly Pampers gained the trust of mothers, and now they allow Pampers to influence decisions concerning their children.

Content marketing builds brand awareness, leads to customer conversation and nurturing, and offers better customer service, which results in customer retention and loyalty. You have to know that content marketing is a long-term strategy that needs research and dedication in order to achieve long term goals.

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