The needs of the consumer change over time, what some years ago worked and sold, today it is out of date. The market marks the changes that companies, if they want to remain in force, must adopt.
Today, traditional indicators of recall and preference are becoming insufficient to explain the relationships that consumers have with brands, relationships are more complex, they can remember a brand but not buy it, they can buy it but not feel identified with it. The relationships that become stronger over time are those that add up and ultimately translate into profitability for companies.
This is why 'Content Marketing' takes on the relevance that it has today. This new way of communicating with users allows companies to connect and be always present for their users. Brands have become generators of valuable content, reinforcing relationships of trust for their target audiences. With this, advertising is no longer received as a message that bursts in, but the advertising message arrives as a support for the information provided to the user. This builds the way to achieve customer loyalty.
This so far is not just a concept, but how do we land it in reality? Content Marketing uses all the tools to generate valuable information for its users; The most recurrent are videos, infographics, social networks, newsletters and others.
There are several companies that have been using this strategy, it is worth noting Red Bull with the 2012 Red Bull Stratos event that achieved a simultaneous audience of 7 million people on YouTube, with a worldwide brand exposure.
This strategy is focused on the consumer and then on the brand, on their interests and desires. It allows the user to experience them or be informed of what he wants. That is why Red Bull has a strong association with sponsorships and initiatives in sports, almost as strong as its own energy drink. The product (energy drink) is important, but it is not imposed in any of its events.
6 steps can be defined for successful content marketing:
- Create your own story for your brand. Hire the best professionals. Directly transmit the images to your consumers instead of using the traditional media. Offer the traditional media multiple versions of your content and in various formats. Have a plan of action for before, during and after. Pay attention to detail and be very careful with self-programmed messages. Work with the best mix of national media partners to ensure multiplication of impact.
