Welcome to our amazing recap of some of the best quotes from Content Marketing experts! We have spent quite a bit of time reviewing influential blogs and articles from the past few years, gathering some great marketing gems along the way. Content and marketing go hand in hand; developing quality, meaningful and unique content is a sure way to growing a fan base, strong link equity and to generate discussions. Intrigued? Just listen to what the experts have to say! Today is all about Bob Gilbreath.
Marketing with Meaning is less about “context” – or finding the best time to get in front of a consumer’s eyeballs – and more about “content” – or creating something that people find valuable in itself. By definition, a good “Content Strategy” must be meaningful and is judged by consumers’ engagement level rather than eyeball impressions.
Bob Gilbreath pinpoints here a critical element that underlines how marketing is undergoing a metamorphosis. Indeed, to gain customers’ engagement and their business nowadays, you need to provide them with quality and meaningful content. Traditional marketing’s model is all about having your product seen by as many people as possible through massive campaigns on multiple platforms (TV, billboards, magazine ads placement, online advertising, etc.). Its logic is: The more people will see my ad, the more customers I’ll gain.
Is this still true?
Of course full-blown marketing campaigns succeed at getting your products seen, thanks to their sheer volume and presence. But do they generate engagement? The way people consume your products and brands is changing. We’ve examined previously how social media and content marketing is changing the way we do business. The proliferation of social tools means a dialogue can be enabled between brands and consumers. People want to engage with the brands they enjoy – this happens on blogs, Twitter, Facebook, Bedo, forums or other platforms and communities. People gather in communities of interests, also called niche.
Niche Communities and the Importance of Content
Having your ads seen by lots of unqualified people is inefficient. First, it costs plenty of money to organize multi-platform campaigns. Second, how many of the people you’re serving your ads to would actually be interested in your product? Google, with its ad platform (Adwords and Adsense), actually serves ads through relevancy. For instance, ads served on Ravelry, a knitting and crochet community, might have more to do with textile materials than, say, video games. Your textile ad might not be seen by as many people on such a forum than it would be in a national newspaper, but the eyeballs that will encounter your campaigns are definitely more targeted and qualified.
Providing high quality content to people is another important element in order to turn qualified consumers into engaged consumers. Moo.com is a great example of a successful brand that engages people. Along with its service offer, Moo has a veryinteresting blog written by its factory employees. You get to know how the company operates and the people behind it, which puts a human face on its business. They also feature how creative their customers are with their products, showcasing their work and offering inspiration for potential customers at the same time. The blog creates engagement, people return to it. When people engage with you, they’re more likely to become loyal to you. Converted customers will eventually give you their business, and might even convert their friends and families when sharing on social networks.
Good, quality content attracts customers – it’s a Content Revolution.
Bob Glibreath has a new book coming out soon called The Next Evolution of Marketing: Connect with Your Customers by Marketing with Meaning. Make sure to check it out!