Life was simpler when the Fuller Brush salesman roamed the earth going door-to-door expounding upon the unique benefits of his brushes and cleaning products. Today, Amazon and a gazillion other websites and bricks and mortar companies sell cleaning products to informed and Google-armed consumers who sit firmly in the marketing driver’s seat. How does a company that sells cleaning supplies or anything else for that matter rise above the marketplace and get noticed? You provide something so valuable that they can’t resist, whether it be cleaning tips or humor.
Enter content marketing. Traditional broadcast marketing is dead as an approach. Content marketing is about connecting and engaging your consumer with content that is so valuable to them that they sign up for your webcast or newsletter. Or they Like your Facebook page. In sum, they are creating a relationship with you that connects you both: “Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract a clearly-defined audience.”
Marketers be forewarned that any hint of the in-authentic will be sniffed out by the consumer. Some company cultures and their approach to their customers need re-evaluation. I don’t know about you but I chafe at the Friskies commercials that co-opt the style of viral, organic cute cat videos. Also, forbidden is the newsletter that your customer has signed up for that is disappointing and/or not sent consistently.
Social media and content marketing are closely linked, but a content marketing strategy incorporates all traditional inbound and outbound marketing activities. After all, you don’t want your potential customer opting out of a less than exciting newsletter.
In sum, figure out what your sweet spot is and become the go-to authority on what makes you unique. In this way, you own the media rather than renting it.