Content is critical in today's marketing. With so much competition you have to be able to differentiate your product from your competitors by creating unique content.
As a business professional, experts, marketer or even just a blogger who's trying to navigate the changing landscape of this digital media evolution, you must understand that the routes connecting customers, companies, products, and services are becoming more unpredictable, complex and disruptive.
If you want to survive and thrive you need to realize that every aspect of every business is increasingly carried out through the media.
This is basically a revolution in communication on a scale not seen since the invention of the printing press.
From advertising and marketing to sales and customer service, everything in business is more likely to happen on a computer or mobile device connected to the Internet. All businesses must learn to think like media companies and become trusted curators and providers of content across all new media platforms.
And with this real-time dynamic platform that's changing how people consume media, it also brought a new level of distribution, replication, sharing and the value of content marketing.
Here are 3 keys to remember when creating your content marketing strategy.
Customers Are in Control
Everything is converging into an interlaced network of content and this means you have every opportunity and chance of making the headlines tomorrow or going viral on YouTube.
You could fall to the same threats facing the TV networks, newspapers and magazines.
What threats are we talking about here?
Think about what happens when you flip to a lousy TV show or scan across a boring ad in a magazine? The same thing that happens to an uninteresting online banner - it gets tuned out!
Your customers can post feedback on your blog, review your service vie Yelp or complaint via Twitter.
The Internet has provided your customer much more leverage and power to take control of the relationship they have with your business.
In order to be successful in growing your business, you must walk the walk and deliver whatever you promise in your marketing.
In fact, you can hire top marketers to drive traffic to your website but if you sell a crappy product or have poor customer service people can read about it instantly hurting your reputation and bottom line.
It's not just about setting up your products or services as the answer to the challenges your prospects and customers are facing, that's just the marketing part of it.
Your solution simply has to work.
Content is Marketing
As marketers you can use social media as a way to get you message out which allows you to position yourself or your business.
Just like newspapers and magazines, you get readers to react and respond to your social media content.
But don't confuse medium and the message. Social media is just a vehicle (mostly push marketing) to carry out your content you still need to create engaging content, magnetic copies and effective headlines.
Good publications retain customers and get more advertisers because they're able to add and keep subscribers consistently.
That's the beauty of subscription based business model; you're exchanging attention for revenue so the key is keep coming up with relevant and interesting content.
Keep in mind that all the value starts with the content and the media simply being the delivery mechanism.
Whether you're writing a book, content for your marketing, or a blog post you want people to act on, the key is to give your customers what they need to make decisions and take actions to get the result they want.
There is no difference between content and marketing.
The quality of the content and its ability to give people the action steps and the information they need to be effective is critical to your success.
The difference between how an expert thinks and how a marketer thinks can be the key that's holding you back from growing your business.
Yes, content is marketing and marketing is sales.
And great marketing is great salesmanship. But what most business professionals, coaches and gurus often forget about salesmanship is that it's built on trusting relationships.
And in today's over-communicated digital world, trust is already hard to come by because there is already a huge distrust in general information that's out there so earning trust should be your top priority as a way to start building long-lasting relationships with your customers.
In fact according to the Gallup poll, a record 57% of Americans say they have little or no trust in the mass media to report the news fully, accurately, and fairly
Look at all the top publications like The Economist, The New York Times and Wall Street Journal, you'll find that they all have strong relationship with their audience because they truly understand and give their customers what they want and what they need.
Bottom line, you need to do everything you can to understand what your customers want and the most effective way is to truly focus on getting your customer's perceived needs met by becoming the customer.
The take away: Unlike the old days where a powerful distributor can help you boost sales due to the lack of distribution channels and competitors (think TV with only 3 channels to watch), today there are thousands of distributors and having a large distribution channel will not overcome the true value of your content.
Experts are so used to broadcasting and receiving on what the customers need based on their professional experience that they often just want to get to the end - stuffing down what the customers need (with good intention) asking for the sale.
However; in today's hyper-connected world, content marketing is the new new thing.
If you want to get more customers you must learn to leverage content marketing and get inside the minds of your customer.