Wednesday, 21 February 2018 08:07

Why Content Marketing Works

On any given day, an individual is exposed to anywhere from 4,000 to 10,000 ads. Our constantly connected world has left the average person immune to the impacts of traditional advertising methods – we avert our eyes from the right side of our Facebook news feed and instinctively close pop-ups without even looking at the brand it is associated with.

Every year, billions of dollars are spent on marketing that the general public simply ignores. Each new attention-grabbing evolution seems to dissipate faster than the last. Content marketing, however, is here to stay. Why? Because it solves a consumer problem.

What Is Content Marketing?

As defined by the Content Marketing Institute itself, content marketing is a “strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive a profitable customer action.” Now, without all the buzzwords, this is the practice of creating content that consumers are already looking for and distributing it in places where consumers already are. It is not the practice of disrupting the lives of consumers, but rather assimilating seamlessly alongside the other resources they use everyday.

Why It Works

Content marketing is effective because it takes the focus off the sale and puts it on the consumer and their wants and needs. We no longer wait for the daily paper to consume news and information, we actively consume all day long on blogs, social media, and search engines. Consumers are looking for substance, relevancy, and authenticity and if you are not providing it, then they look elsewhere.

Personalization Done Right

Consider Coca-Cola's Share A Coke campaign. Coke disrupted the soft drink industry by replacing the original branding with first names sending people out around the world looking for the bottle that had their name emblazoned on it. They listened to what their consumers were saying – that Coke was too predictable – and they did something about it. The campaign was not focused on tracking consumer behavior, retargeting potential customers, or even generating a sale. It was about forging a personal connection with their audience. And it worked.

Developing A Content Marketing Strategy

For content marketing to be successful, it does not have to be done on an international scale, though. Successful content marketing is simply providing what consumers are looking for where they are looking for it. The ability to curate this content is how brands gain influence.

The first step is determining what your current and potential customers are looking for. Are you an office supply store whose customers are looking for ways to improve their organization and productivity? Are you a fashion blogger whose readers want to be the first to know about latest trends and great deals? Maybe you are an athletic wear retailer who's consumers want tips for improving speed and agility.

Figuring out the unanswered questions that lay in the perimeter of your brand's expertise is the sweet spot for successful content marketing.


If you want to make a bigger impact with your marketing efforts, contact FiG Advertising + Marketing. We can help you create a successful content marketing strategy that resonates with your audience.