a type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.
If you want to build your business in today’s economy, content marketing is the way to go. Because there are so many options to choose from, stating the features and benefits of your product or service just isn’t enough to close the sale. Buyers of today aren't interested in playing-the-field, they're looking to settle down with brands they love.
Many companies, both big and small, are realizing the necessity to change their approach. Instead of pushing for quick results, brands are looking to establish meaningful relationships with their buyers. Through engaging pictures, helpful blogs, and entertaining videos, these companies are connecting with their audience in a conversational way. Which ultimately leads to dedicated customers and brand loyalty.
Back in the day, TV commercials were fairly straight forward. A model or actor would demonstrate how to use a product, while an ominous voice read the statistic-enriched sales pitch. But boy have things changed! Now commercials don’t even mention the product at all; which is a surefire sign they have jumped on the content marketing bandwagon.
A great example of this is 84 Lumber’s commercial, which aired during Super Bowl LI. The controversial ad depicts a mother and daughter leaving their home on a journey to emigrate. Not something you’d ordinarily associate with a materials manufacturing company.
Though it seems odd for 84 Lumber to produce a politically-charged short film about immigration, the campaign proved successful. That’s kind of how content marketing works. Rather than explaining products and services, the company tells a story about who they are as a brand. It makes viewers emotional, question their ethics, and feel compelled to take a deeper look. The video initiates a conversation between the business and consumer, adding human qualities to the brand.