Today, with the technical and intellectual advantages provided by social media on the internet, user-generated content has entered into the practice of life. Awareness has increased and now the consumer is more interested in informative content that creates value for himself/herself rather than empty content; and will therefore follow and be more loyal to the brands that listen to and encourage him. Content marketing comes into play at the point of production of informative, valuable, accurate, up-to-date and continuous content for the topics of interest of the pre-determined target audience. Its purpose is to turn the potential target audience into a revenue-generating customer.
While traditional marketing methods encourage customers to buy products and services, content marketing offers them compelling content that engages with their lives. In short, it provides more than simply saying “come to our shop and buy!”, through engaging content the brand creates emotional connections with customers. The aim of content marketing is to pull customers in, instead of pushing them into action, and in doing so, brands make customers love them, which in essence requires free choice. Content marketing creates brand lovers and builds relationships.
Well, what do these relationships provide for a brand? In a word: Loyalty! Therefore a lot of care should be taken with loyalty campaigns and in the planning of the unique content your brand creates to ensure it is always customer-focused. What this means in short is that all content must build customers relationships through, “relevant”, “engaging” and “personal” content marketing.
Proper content marketing should be available. You can produce interesting and quality content that concerns your target audience; however, your content may not be seen by users. In order to be available, your content must be generated by SEO rules. You should achieve the highest availability by constantly monitoring and improving your SEO strategy.
The content that is likely or expected to be favoured by the potential target audience may not be appreciated. For content marketing, first of all, target audience analysis should be made to understand the potential users and their needs. In addition, detailed data should be collected by taking into account the situation of competitors and the current market.
As a result of the data collected, understanding on how to reach the target users (social media, e-newsletter, blog, video, etc.), what content should be produced, brand language etc a comprehensive strategy should be determined. The customer needs should be well identified and understood to ensure the brand reaches the target customer audience for their products and services and not random users.