“Content marketing is the only marketing left”- Seth Godin.
Now, I know some of you might love Seth and some might hate him. I don’t really belong to the cult following Seth has, but most of his ideas makes sense.
As a marketer, you need to be open to ideas. Listen to what others are saying and adapt what works well for your particular business or client. The problem is, what works and what doesn’t? There is no easy answer to this question. Unless you test it out, you’ll never know which works in your case.
Coming back to our topic, I really do believe that the future of marketing really depends on content. Having said that I do not believe that traditional marketing is not at all effective. I have said it in the past, and I will say it again. Traditional marketing still works brilliantly for many businesses.
How Consumer Behavior is Changing and Why You Need to Adapt?
Instead of giving philosophy lessons on marketing, let me ask you one simple question. Do you still make buying decisions now as you did 10 years ago? Obviously not! It has changed a lot. The internet and technology has forever changed the way consumers make buying decisions.
Here’s a scenario. You are currently on a business trip and you are feeling hungry. You want to order something quick so that you get it delivered to the place you are staying. Considering all things being equal (Availability of home delivery and choice of restaurants), do you make the decision of the restaurant the same way as you might have did 10 years ago?
10 years ago, you might have to rely on word of mouth or hope that popular restaurant chains are somewhere close by so that you can get quality food delivered to you.
Fast forward to the present scenario, all you have to do is get online and you’ll have dozens of websites offering information and reviews of restaurants in your area. Not only does this give you more choices, you also have the ability to choose the best one based on user feedback.
The internet is evolving and so is consumer behavior. No longer does traditional marketing help you reach your target audience. You have to step up to the game in order to stay competitive and reach a wider tech savvy audience who are getting better and better at ignoring promotional marketing messages and blatant advertisements.
How to use Content Marketing to Be Remarkable?
Being remarkable is no longer an option these days. It’s a necessity. Competition is tough. Margins are low. How do you keep attracting the right kind of audience for your business?
You can write informative articles, create how-to videos, make easy-to-understand presentations, hold webinars, use social media to tap into the millions of people using it on a daily basis, do coupon deals, and do much more; all this at a fraction of the cost of traditional marketing. Most of the time the cost is zero if you are not considering the opportunity cost.
It may sound a bit clichéd if I say that content marketing is a solution to all your problems. While it may not solve all your business issues, it sure will get you more customers than you imagined if you are willing to give enough time for it.
Content marketing not only gets you more customers, it also helps in brand building and increasing brand loyalty. With this type or marketing, you are actually helping your readers become more aware and in turn make informed decisions. There is no room for “buyer’s remorse” in such situations.
Why Content Marketing is The Future of Marketing?
I hate to make predictions. I really do. But some trends are too obvious to let go unnoticed. One such trend is that of content/inbound marketing. Most small business owners are benefiting directly from content marketing because it can be done by business owners and that too at a much lower cost compared to traditional forms of advertising.
Reduced costs means either they can put it into bettering the product or simply pass on the benefit to the customer. Now that’s a win-win situation.
When I ran my real estate business, using print advertising, my cost of acquisition per customer was 100$! At the same time when I focused on digital marketing, my cost per customer dropped to 3$. Now, that’s some huge savings! Besides, I can spend the extra money in reaching more customers and lowering my rate, which again makes it a win-win situation.
I’m not promoting content marketing because it’s a huge cost saver alone. It’s also a method which helps you track and optimize your campaigns. Your ROI can be better calculated with many of the free tools available in the market.
Are you ready to embrace content marketing for better ROI, higher customer satisfaction, and better branding? Let me know your thoughts in the comment section.