The advertising industry is going through a real revolution these days, with content marketing gaining more and more ground in the face of old fashion commercials. However, the transition from classic publicity to content based promotions is not the only ground-breaking transformation in this field: content marketing itself is constantly changing, making it difficult for employees to keep up with their roller coaster-like profession.
However, despite all the changes and surprises in this domain, there are a few generally valid principles that can help you make your content relevant, anytime, anywhere.
First, you should leave the product aside and focus more on the public. This way, you will be able to adapt your content to any situation you might encounter. If you have worked in advertising or in sales in the past, you should be ready to give up your old habits. Back in the days, most publicity campaigns were focused on profit and on company benefits. Today, your articles should be client-centered and they should aim at benefiting the public first.
For this, you should know some important things about your readers. What type of information are they interested in? Where do they look for it? How difficult is it for them to find it? How could you make it more available to them? In what format would they want to receive it (text, video, etc)?
The answers to these questions are different from one segment of the public to the next, but they can all be found in the same way, regardless of the audience you are trying to attract: through direct contact and dialogue. Do not try to refresh your marketing strategy through a brain storming in the Sales Department of your firm. This will only bring old ideas back on the table.
Instead, try to have a conversation with the buyer about the buyer. It will give you new perspectives on the public’s needs and it will help you discover the most frequent information gaps that your customers are facing. Fill them in, and your content will definitely benefit the readers, because they will have access to long waited data.
This will make them trust you enough to read your work again, thus making your efforts worth paying and your marketing campaign successful.
