Internet technologies have turned the marketing upside down a dozen times. Suffice it to recall the appearance of consumer deafness to traditional advertising, which is associated with an excess of advertising messages broadcast through all information channels. The growing popularity of social networks and their influence on consumer activity of people is another example of the revolutionary influence of the Internet on marketing.
Marketers working in the 21st century must accept a simple fact. The market will be turned upside down more and more often. New technologies are becoming faster, so forget about working in a static environment. The simplest example confirming this thesis is a comparison of the eras duration of personal PCs (desktops and laptops) and mobile gadgets (smartphones and tablets).
The era of personal PCs lasted at least 15 years. Stationary computers and laptops were constantly improved, became more powerful and easier, gradually turned into mass goods. However, they had no alternative before the advent of smartphones and tablets.
Today on the horse mobile gadgets. Of course, people continue to use personal PCs and will do so in the foreseeable future. However, marketing trends are now formed precisely by users of tablet PCs and smartphones.
At the same time, tablets and smartphones are unlikely to be able to hold the palm for 15 years. Smart glasses, watches and underwear are already replacing mobile gadgets, threatening to deprive them of the status of advanced trend-forming technologies.
Marketers will be able to successfully promote projects in the conditions of constant market upheavals upside down if they also learn how to radically turn marketing strategies from head to foot. It is about the ability to quickly adapt to new market conditions, take into account the changing needs of the audience and use the emerging technological opportunities. Having learned how to reboot the strategy, the content marketer may not be afraid of what will remain on the sidelines of the market after regular updates of search algorithms, growth or decline in popularity of a particular social network, the emergence of new technologies or gadgets.
The following six recommendations will help you safely reload the content marketing strategy and adapt it to today's market conditions. Moreover, you can perform a reboot whenever the market demands new approaches to business from your project.
1. Build direct customer relationships
Marketers should do everything to interact directly with consumers, not tied to specific channels, gadgets or platforms. Please note that it is to INTERACT and build relationships, and not just contact customers.
In this context, forget about traditional advertisements and texts telling how good you are. Use content marketing to get feedback from your audience — comments, shares, likes, and other activities. This will help to keep in touch with customers after any market changes.Splat toothpaste maker found an interesting way to interact with customers. The Splat team puts motivating letters from the head of the company to the packaging of the paste. They talk about the values that are close and understandable to everyone. The company offers buyers to respond to letters directly to the top manager using Email or traditional mail.
2. Do customers a favor
Your content should bring practical benefits to customers. It is not only about guidelines for the selection and use of products. Try to publish materials in which consumers find something that will become part of their lives.
For example, the American insurance company Nationwide Insurance has created an application for smartphones, which will certainly want to download and install each driver. This application helps people to act correctly in the event of an accident - to quickly call the necessary services, fill out documents.Even a small accident causes severe stress on most drivers, which often causes them to lose the ability to act consciously.
The following ideas will help you create useful content for your audience:
- When creating content, first think about customer needs, and then about the commercial benefits for your business.
- Remove any barriers to the dissemination of useful information. For example, refuse paid subscriptions, open access to services for all customers, write articles that are understandable to all readers.
- Do not demand anything from customers for using the information, but leave the opportunity for feedback, for example, to comment or subscribe to the newsletter.
- Create content worthy of replication.
- Do not try to conquer the Universe - your content should only be useful and solve simple practical problems.
Publishing useful materials, you perform tasks that can not be solved with the help of traditional advertising.
3. Think of mobile users
Most consumers live between three screens - a television, a computer monitor and a mobile gadget display. In the article "9 Internet trends" we wrote that brands distribute their marketing budgets, figuratively speaking, between these screens.
The mobile segment remains the most promising and undervalued by marketers. Why? First, the number of working cell phones exceeds the number of inhabitants of our planet. Secondly, users are gradually abandoning simple phones with limited functionality in favor of smartphones. And with the help of a smartphone, a person can solve almost any tasks that he solves with the help of TV or a personal PC. These are tasks related to content consumption. Just do not say that watching videos from YouTube on the smartphone screen is inconvenient, otherwise you will have to remember the tablets, which also belong to mobile gadgets.
More and more people start and end the day with a smartphone or tablet in their hands. They need useful information. This is a good reason to adapt content marketing to the needs of mobile users. Perhaps this experience will be useful to you in the future when adapting the strategy to the needs of users wearing gadgets.
4. Bet on the digital communication channel.
Direct communication with customers in retail outlets or by phone remains important. You must be able to interact with the consumer, identify his needs, offer him the best solutions. But if you do not sell consumer goods, then the digital communication channel should be your main one.
In the article about the small secrets of content marketing, we told that today consumers independently receive and study the information necessary for making a purchase decision. Most often they find it on the Internet.A customer comes to your store knowing that he wants to buy. In fact, he is only interested in price. You will always have to dump if you are not a source of objective and expert information that the client uses to understand what he needs.
5. Stop creating gray and nondescript content.
Almost all brands create content. Are there many brands involved in storytelling? Stop creating content for the sake of search promotion, do not try to convince consumers that your product is the best, since it was created by a “dynamically developing team of professionals”. Instead, tell the most fascinating stories.
Stop creating gray and nondescript content right now. Think better about what kind of story you can change the lives of your customers. Great brands of tomorrow can tell great stories, sorry for the pathos. Examples? We have already talked about the video from IBM, where a great story fits in a minute and a half. Watch this video again, it's worth it:
6. Strictly evaluate each material before publication.
To do this, ask yourself two questions:
- Will this content pass the test of time?
- Will your children and grandchildren be proud to see the name of their mother / father or grandmother / grandfather next to the article?
Remember the adage "what is written with a pen ..."? Its value has grown many times with the advent of digital storage media, the most modern of which will survive humanity.
Tell me, are you proud of the content heritage you leave behind? Tell us about it in the comments.
P.S. By the way, how do you feel about pathetics in marketing texts? Is it always appropriate?
Adaptation of material 6 Keys to Rebooting Your Content Marketing by Joe Pulizzi.