Content marketing is a discipline that emphasizes the creation of content to drive interest in a brand or business without actively attempting to sell a product. It focuses on providing value to a potential customer’s life in the form of entertainment, education, journalism or other content-producing activity.
It’s most often used to support inbound marketing strategies. Magazines, television shows and professional associations can all be used to support a brand or business with content. In digital marketing, blogs and social media are both common vehicles for a content strategy.
The more advertising we see, the more resistant we become to it. The more we see, the more we “tune it out.” Yet interestingly, we may watch a movie dozens of times, or listen to a song dozens of times a day.
When you focus on inbound marketing using content, you’re not simply telling people why they should buy your product. You’re inviting them into your view of the world and giving them a reason to desire your product.
Customer-focused content may be the most important part of your content marketing plan that you probably aren’t doing right. If you’re content isn’t creating real, emotional connections with your customers, then you know you aren’t doing it right.
Now, that isn’t to say your content is not good. It may be pretty helpful, too. But producing blog posts that don’t sound like they were written by a computer that contain basically correct information isn’t exactly a high bar to set for your content strategy.
Creating a customer persona is an important part of any content marketing strategy. It isn’t enough to simply create a great product or offer a valuable service. You need to know who will benefit from choosing what you offer.
Understanding your core audience is what gives you the ability to sell them your product or service. It also allows you to touch their lives in ways that generate the bonds of trust. Really understanding your core audience is how you also generate a truly memorable experience for them.
Confirming what fans of the 2013 movie Her already know, researchers have found that those who interact with life-like devices with complex artificial intelligence (AI) are less likely to seek out social interactions with other people. They wrote that designing products and automated services to be interactive and appear alive could be used to ease loneliness from social exclusion.
Whether a product is a social media network, humanoid robot or video game, if it is highly-interactive it may be soothing the effects of social exclusion in individuals.
However, they also warn that the spread of these anthropomorphic consumer products could also pose unknown risks to the social fabric of your community.