Content Marketing And It's History
Content marketing is completely new term in business and more attractive as well as effective for the today's business or marketing world.
We found traditional marketing way with different phases from the prior era in terms of product selling or branding. In fact a company invests a lucrative amount only for the marketing of their products. So, this is very clear that product marketing is very important and vital issue for every company.
Content marketing is completely advance way of marketing which basically involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.
After few research I came up with the thought that traditional marketing is becoming less effective for the time being. People are getting bore with the same marketing process and they are look for advance and more effective way regarding marketing or branding.
Content marketing is an excellent way to uphold the company brand loyalty and provide valuable information to consumers, as well as create willingness to purchase products from the company in the future. This relatively new form of marketing usually does not involve direct sales. Instead, it builds trust and rapport with the audience.
The main focus of the company should be customer focus and when company identify customer needs and expectations, information can be presented in a variety of formats, including news, video, white papers, eBooks, infographics, email newsletters, case studies, podcasts, how-to guides, question and answer articles, photos, blogs, etc. Most of these formats belong to the digital channel.
Why Content Marketing?
Content marketing is a very new term of marketing, so firstly we need to know about the content marketing and the importance of content marketing in the business. Here are few area that will make you understand about the content marketing in the business.
Awareness: awareness is a basic need for every customer but they are not aware enough about the solution which is very important to know for the customer.
Research: when customer will be aware about the solution, they will be enough to research more to educate themselves. Here I can show an example, a car buyer will try to find out what different types of cars exist, and which one will fit their needs.
Consideration: after research customer will start comparing different product available in the market from different vendors to make sure they’re getting a high quality product at a fair price.
Buy: so, finally customer makes their decision and move forward with the transaction. Traditional advertising and marketing is great when it comes to the second two steps. Content marketing taps into the first two stages of the buying process by raising awareness of solutions and educating consumers about a product they may have never considered before.
History: early 1996, content marketing was used when John F. Oppedahl led a roundtable for journalists at the American Society for Newspaper Editors. Then in 1998, Jerrell Jimerson held the title of "director of online and content marketing" at Netscape. In 1999, author Jeff Cannon wrote, “In content marketing, content is created to provide consumers with the information they seek.”
By the late 2000s, when social networks such as Facebook, Twitter, and YouTube were born, online content marketing was accessible, shareable and on-demand anytime worldwide.
By 2014, Forbes Magazine's website had written about the seven most popular ways companies use content marketing. In it, the columnist points out that by 2013, use of content marketing had jumped across corporations from 60% a year or so before, to 93% as part of their overall marketing strategy.
Despite the fact that 70% of organizations are creating more content, only 21% of marketers think they are successful at tracking return on investment. Go for more information through the link.
Today, content marketing has become a powerful model for marketers. Storytelling is part of it, and they must convey the company's’ messages or goal to their desired audience without pushing them to just buy the product or service.