The main question most marketers or business owners are asking themselves on a daily basis is, what type of outreach will help to keep their business alive and thriving?
If you think about the constant flood of advertisements and marketing jargon a consumer is exposed to on a daily basis, you would think it's almost impossible, as a marketer, to stand out amongst the noise.
On average, according to a market research study, one person is exposed to more than 5,000 advertisement and brand exposures per day!
Advertisers alone will have spent an estimated $600 billion worldwide this past year with the U.S. taking the lead and coming in at $189 billion in advertising dollars spent.
Yankelovich, the market research firm who conducted the study, estimates that 30 years ago a person living in a metropolitan city saw up to 2,000 ad messages a day, compared with up to the 5,000 that we see today. "About half the 4,110 people surveyed last spring by Yankelovich said they thought marketing and advertising today was out of control."
And now, our digital marketing landscape especially is in the midst of an industry shift due to technologies such as ad blockers--There are now more than 198 million people using ad blockers worldwide and according to a 2015 report from PageFair and Adobe, an estimate of $21.8 billion has been lost in ad revenues in 2015 due to ad blocking. In the U.S., the loss is expected to reach $10.7 billion this year and $20.3 billion next year.
But, as marketers, this doesn't come as a shock, right?
Many marketing campaigns, including the one above, tend to focus solely on the consumer purchase, but we forget that buying is actually an entire process that begins way before the customer sees your ad and swipes his/her credit card.
People Want to Read Stories of Substance and This is Why Content is King:
So, what more can you actually do? How can you effectively reach a targeted audience at the right moment and stand out amongst the estimated 5,000 ads a person is exposed to in just one day?
In a world where most of us retrieve news and information from search engines, blogs and social media, it is important now more than ever for brands to curate quality content that reaches their relevant audience and communicates (in the right way) who they are as a brand. Pratik Dholakiya, Co-Founder of E2M Solutions puts it this way: "Consumers are looking for authenticity, they are looking for relevancy and they are demanding valuable information--especially in a world where information is so readily available. And all of this comes in the form of content."
Content Marketing Done Right:
There are companies today that make curating content and participating in a content marketing campaign as easy for businesses as it is for readers to dismiss a pop-up add when trying to read this morning's headlines.
You have publishers like Mediaplanet who create industry-specific content marketing campaigns for clients to take advantage of. Their content is created in partnership with influential celebrities, associations, and thought leaders in verticals like business, technology and healthcare, and is designed to engage their clients' target audience through tailored distribution across print, web, mobile, events and social media.
Luciana Olson, Mediaplanet's U.S Managing Director explains, "When carrying out any type of marketing strategy brands sometimes forget that consumers are people and people are moved by compelling stories. You want to excite your potential customers? Be part of a great story. It's not enough to create an ad and plop it anywhere. There needs to be context, there needs to be substance and relevance to what you are saying and where you are saying it. Readers are demanding it."
Use content marketing platforms like Clearvoice that can help you create better content through ideation and collaboration with great writers. You can also build relationship and have more eyeballs on your content through connecting and engaging with influencers so your content gets more traction.
You also have content collaboration platforms like MyBlogU which provide businesses and websites with a platform for carrying out content creation and collaboration. MyBlogU exposes you to lot interactions with influencers and random opportunities to get your content cited or conduct interviews.
Lastly, after you're done with producing your amazing content it's time to push it and get it viral. A content marketing platform like ContentMarketer is a powerful suite of tools designed to make content marketing outreach easier, more effective and more efficient. The platform includes modules for researching influencers, scheduling outreach emails using customizable templates, automating follow-up messages and even informing people whom you've written about that they appear on your pages--a great way to acquire backlinks and social shares from industry thought leaders.
Fadi Azba, CEO of the SEO firm BlueHatMarketing, had this to say about content marketing, "Regardless of what type of marketing tactics you use, content marketing should be part of your process, not something separate."
Quality content is part of all forms of marketing:
- Social media marketing: Content marketing strategy comes before your social media strategy.
- SEO: Search engines reward businesses that publish quality, consistent content.
- PR: Successful PR strategies address issues readers care about, not their business.
- PPC: For PPC to work, you need great content behind it.
- Inbound marketing: Content is key to driving inbound traffic and leads.
- Content strategy: Content strategy is part of most content marketing strategies."
Consumers have never had more means of avoiding interruptive advertising. Content marketing allows you to engage your audience with high quality, relevant information they will actually choose to consume.