Inform and entertain: The keys to content marketing
Brands are constantly adapting to the evolving social media space. Businesses are starting to realize that having shareable, quality online content and services is essential to gaining clout, confidence, and ultimately sales from their visitors.
According to Curata, a US-based content organization company, content marketing is among the quickest-rising marketing strategies today. Justin Pugsley, in his article for The Guardian, notes that because consumers are growing more indifferent toward traditional advertising, brands need to help them, not sell to them. “When people use the Internet they’re usually not looking to be sold to, but to be informed or entertained,” Pugsley says. “Increasing the chances of making a sale therefore involves satisfying those needs by providing advice.”
One way to provide great advice is producing a fantastic blog. Neiman Marcus recently launched a redesigned and rebranded blog simply titled, the blog – an update from their existing NMdaily blog. The blog is visually lush and integrates Neiman Marcus’ image-rich social accounts such as Instagram and Pinterest. Features of the new blog include interviews with fashion designers, curated lists of recommendations by fashion influencers, and new editorial features including inspired celebrity looks. But most importantly, it’s “more conductive to shopping, featuring editors [sic] picks and reviews with convenient links to e-commerce,” PR Newswire states. Quality content builds trust in your consumers, and if done right, can lead to sales.
An example of excellent content marketing is Red Bull: They’ve gone from energy drink brand to extreme publishing powerhouse. Red Bull Media House produces a print sports magazine, online and feature films, and even owns a record label. Furthermore, the brand offers a slice of its more than 5,000 professionally produced videos and 50,000 high-end photos to their users for free. For Red Bull, producing high-quality content comes first, and the actual product comes second. And it pays: regardless of sales goals, their brand awareness accomplishment is immeasurable.
Depending on how your brand measures its success, whether it’s through sales, purchase intent, or brand recognition, providing useful or entertaining content to users will boost your credibility, which should naturally lead to increased sales — in a non-invasive way. Win!