What is "content marketing"? This is the magic of selling beautiful experiences and feelings

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Speaking of content marketing, I wonder what you will think of? Is it a post on social media such as Facebook, Instagram, etc.? Or a lot of wonderful audio and video content on the YouTube platform? Or is it an unboxing experience article written by a blogger? Or what about gorgeous and cool presentations and infographics?

According to the Content Marketing Institute (https://contentmarketinginstitute.com/), content marketing is a strategic marketing approach that focuses on creating and delivering valuable, relevant, and consistent content to attract and retain a clearly defined target audience, and ultimately get them to take action.

Why has content begun to play a key role in digital marketing? According to a survey by the CoSchedule website, 94% of articles with pictures are more attractive to readers, and 36% of readers want to see numbers in the title. In addition, Google also has a preference for long articles. If the length of the article exceeds 2,400 words, it may achieve better rankings on the Google search engine. From these data, it is easy to see that in this era of marketing, the role of content is becoming more and more important.

Compared with other marketing methods, content marketing focuses on producing content that the target audience finds useful and interesting. It makes good use of content elements such as text, videos, photos, hand-drawn drawings, or sounds, and presents it through channels such as official websites, blogs, or audio-visual platforms, and then uses social media or keyword searches to spread and disseminate it to the outside world.

In other words, content marketing is selling an experience and feeling that allows people to let go of their guard and share the beauty of goods or services through high-quality content.

For example, Red Bull, the world’s largest energy drink brand, understands the charm of content marketing very well. If you have ever browsed their company’s official website, you may intuitively think that it is a website focusing on music or sports events, but not a company that sells drinks. This is because it is not easy for us to see the words promoting energy drinks on the website, but why does Red Bull Energy Drink do this?

The founder Dietrich from Austria. Mateschitz once said: “We don’t want to sell products to consumers, but try to bring consumers to our products.”

Taking Red Bull as an example, they take the brand spirit as the core and integrate it into content marketing. While actively operating various text, image and audio-visual content, they also take the brand connotation into consideration. Therefore, through the connection of these music and sports elements, consumers can feel the enthusiasm and youthful atmosphere of Red Bull, and also strengthen the brand image and overall atmosphere. Of course, consumers are more willing to buy energy drinks produced by the company and are willing to recommend them to their relatives and friends.

From this example, the advantages and characteristics of content marketing are fully demonstrated. Not only can it promote sales, but it can also help consumers build a sense of trust and centripetal force in the company. In addition, content marketing also has the advantages of lower cost than traditional marketing, measurable results, and suitable for managing brand image.

Now, you already know it! Simply put, content marketing is the art of communicating with customers without actively selling. When content meets marketing, a two-way dialogue occurs.

Do you think content marketing is a trendy thing? In fact, people have been using the term content marketing as early as 1996, and by 1998, a job opening similar to “content marketing director” appeared. This also tells us that content marketing is not a new thing that has been developed recently!

For example, the “Michelin Guide” was first published in France in 1900. Although it has a history of more than 100 years, even from today’s perspective, it is still amazing! The system of food reviewers, fair food and accommodation evaluations and star rating that they have implemented over the years has also made this food travel bible highly recognized by the world. It is also regarded by many experts and scholars around the world as the ancestor of modern content marketing.

In addition, content marketing expert David Bibby has also given three suggestions to brands regarding content marketing: First, your content must be relevant to the industry information consumers are looking for. Second, your content must add value or solve a problem. Third, your content must elicit an emotional response from consumers so that they are willing to respond.

He also made an interesting metaphor: “Content marketing is actually like the first date. If all you do is keep talking about yourself, there will be no second date.” Well, this statement is indeed interesting, maybe it will be easier for everyone to understand!

To briefly summarize, I think content marketing can be implemented according to four principles: First, meet the needs of the target audience. The second step is to help solve the problems or problems faced by the target audience. The third step is to try to make your products and services relevant to the target audience through the delivery of high-quality content. Finally, design an effective conversion strategy to get this target audience to buy and continue to interact closely with you.

In order to effectively provide a variety of useful content and assistance, we can start from different levels, such as establishing a sense of value, promoting practicality, shaping uniqueness, and creating a sense of urgency, so as to arouse the curiosity of the target audience and make them actively pay attention. The advantage of this is that it can get rid of the traditional way of only talking about factors such as functions, specifications or price, and it can also bring new solutions from different perspectives.

Having said that, when we are engaged in content marketing, because functions, specifications and features are no longer the only focus, when writing product copy, the main word should naturally not focus on “us”, but should focus on the target audience. In other words, when writing copy or creating content, remember to use “you” as the main word.

Regarding subscripts and copywriting, interested friends can refer to the articles I shared on the “Writing Cool” website.

If you only look at it from the perspective of concepts and principles, content marketing does not seem difficult, but many people mistakenly think that engaging in content marketing means writing articles to create search engine optimization (SEO) results, which is the practice of using content to enhance search marketing. Therefore, some company owners will misunderstand and think that they only need to find editors to produce a large amount of content, but this is not the case! The origins and promotion concepts of content marketing are very different from traditional marketing methods. If you want to do content marketing well, it is best to re-establish the correct logic and concepts.

Overall, in addition to being familiar with various methods of content production, delivery, publicity, and promotion, marketers also need to understand growth thinking when engaging in content marketing. In addition to doing a good job of discerning trends and interpreting data, they must also meet the needs of the other party and try to help solve user problems or problems.

In other words, only by delivering useful content to the target audience and being able to think in their shoes and stand on the same level as them can we start subsequent marketing strategies and gradually complete various processes including brand building, communication and sales conversion.

Well, after the above explanation, I believe you should have a new understanding of content marketing! If you want to know more about the practical skills and related knowledge of content marketing, you are welcome to buy my new book “[Content Touching Marketing] (http://bit.ly/vista-content-marketing-book)”, or go to “Classroom No. 1” to purchase the audio content of “[Building Content Marketing from 0 to 1] (https://is.gd/MxTGRD)” that I lecture on!

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★ Want to use content marketing to grow your business? Come and take a look at “Content-inspired marketing”.

★ Do you want your copywriting to be liked by more people? Come and watch “[Slow Reading and Understanding in Seconds] (https://www.books.com.tw/exep/assp.php/vista/products/0010973827?utm_source=vista&utm_medium=ap-books&utm_content=recommend&utm_campaign=ap-202605)”.

★ Welcome to purchase the audio course “Create Content Marketing from 0 to 1”.

★ To improve your content power, please don’t miss the online course “[Content Power: The Super Power of Building Brands] (https://hahow.in/cr/content-power)” ★ Photo Credit: Anthony Tran

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Further reading

• Exclusive interview with Vista from China Broadcasting News Network’s “New Book Express”: Use FAB rules to formulate formulas to painlessly write super highlights
• Three steps to easily produce high-quality content: The writing skills I learned from “Content Touch Marketing”
• I watched “Content Touching Marketing”: Touching people’s hearts starts with writing, so that you can go anywhere

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