Why is content marketing the most important strategy?

If you are a brand trying to establish itself then the first thing on your to-do list is to ensure creating quality content. Every successful marketer today follows one golden statement – “Content is King”. Even if someone has zero knowledge of marketing, there are great chances that they are familiar with this golden statement. In short, one doesn’t need to hold a prestigious degree in Marketing to figure out the importance of content. But why has content been that undefeated king?

Bill Gates wrote an essay titled “Content is King” which was published on the Microsoft Website in January 1996. The essay threw light on the Internet as a marketplace for content in the near future. Since then the phrase has become a marketing mantra.

We can’t survive without the internet today. The coronavirus pandemic even made the digital way of living a necessity. However, it is important to note the role of content in the modern marketplace called ‘Internet’.

Every time you use your phone and go to a social media platform like Instagram or Facebook, you are consuming content. Everyone on the world wide web is consuming content at an enormous rate. Consequently, it promotes organisations to create content but the increasing competition calls an emphasis on quality content rather than simply content. This makes content marketing the most trending marketing strategy every year.

Understanding content marketing

It refers to the strategic marketing approach that is concentrated on producing and distributing relevant, interactive and valuable content to attract and maintain consistent viewers or audience. The aim of this type of content is to lead to profits through customer action.

The abundance of content calls for a different approach. Earlier approach of just pitching your products or services is not relevant and attractive anymore. The need is to provide content that serves some use or purpose or is just entertaining. Today, every organisation is working on its content strategy. Marketing has made quality content a necessity. This means content marketing is the most trusted strategy. So if you are wondering why to invest in content marketing, here’s how it can induce growth in your business:

Exploring the most important strategy

The race for “great”, “relevant” and “attractive” content is full of competitors. Everyone in the market seems to be focused on creating content which makes this race seem never-ending. This speaks volumes about content marketing and its crucial role. But what makes it the most important strategy?

Building brand awareness

What is more difficult than setting up a production unit? Selling the products manufactured in that unit because this requires customers. How does one get customers? When they tell customers about their products. In simple words, the basic step to start the process of sales is letting people know about your brand, its products or services and the company’s values. However, despite delivering this knowledge to customers your brand might not attract customers. This forms the core of brand awareness.

Brand awareness allows creating a space for a particular brand in the market. The older ways of building brand awareness were advertising and PR. But these require allocation of a significant budget. As a result, content marketing has emerged as a more effective way. This allows building brand awareness at a very low cost. Hence, even a small company today can market themselves in the same way an MNC does!

Quality content can do wonders. The traffic of your website and social media can drastically increase which means more and more people know about you and your products. But most importantly, people can gauge the company’s values and connect to the brand on a different level.

Links and increasing traffic

The digital medium is one of the most widely used domains for marketing. One important aspect of this digital marketing is Search Engine Optimization (SEO). A good SEO is necessary for increased traffic which can be improved by adding links to other websites. This means “great content” can not only attract traffic but also make others link your website to their own. As a result, there will be an increase in traffic over a short period of time. This is called backlinking. The procedure can also help in improving your website rank significantly.

Educate your audience

The reason people are not attracted to advertisements or publicity that worked a decade ago is that it never solved their problem or concerned them in a direct way. With a fast life, the attention span has decreased so people will only consume content that helps or benefits them in some way. This has increased the need for informative content.

For example, the coronavirus pandemic severely impacted our lives. With strict lockdowns across the globe, we entered a worldwide health crisis. The sudden change in our lives demanded a change in the content to make it more “relevant”. Many brands responded to this call and acted with empathy. The content produced was related to the new unknown virus. This helped in educating the public. But what it does on a larger level is create a strong relationship with people who are your potential customers. This gives us the next reason to adopt content marketing.

Intimate customer-brand relations

Do you remember how you ended up buying a product from that online store you came across long ago?

Every time one comes across something relevant or attractive, one tends to visit that website or page again. This initiates a cycle where repeated visits lead to increased traffic. Gradually this can lead to customer action in terms of purchasing products or services. In simple words, an intimate bond is formed between the brand and company which means more customer action and more profits. This is why every brand loves a loyal customer. Content has the power to maintain a group of loyal customers and even expand the customer base. But today everyone is focused on creating quality content. This demands unique and new strategies within content marketing. One of the methods that can be employed is purpose-driven content marketing.

How Shaktiki can help

Every customer in the market today is an aware being who wants to make a significant impact in the society. Keeping in mind the values of a modern customer, companies can align their message with the customer’s belief. Consequently, the customer will support the brand as it shares a common aim.

Why is content marketing evergreen?

For example, a customer will buy the products of a company that promotes gender equality rather than one that is simply profit-oriented.

The campaign for this purpose-driven marketing has to be carefully designed like any other content marketing. So if you wish to start a campaign or post the right content in order to take your business to new heights, then contact us at Shaktiki to book a free consultation.

How to build your brand identity in 2021?

Why is setting up and running a business one of the most difficult tasks?

While a company never interacts with its customers directly, it is these customers who need to be served in the best possible manner. A single poor experience of a product or service can cause a loss of not only one but many customers. 

A negative review can reach many people when an unsatisfied customer shares their experience with those around them. Most importantly, the highly connected digital world can carry that negative review to millions in seconds. This doesn’t mean that the company has no say about themselves.

When a company manages to communicate its idea and beliefs with a different type of interaction, that is what we can call their ‘brand’. To understand this interaction, one has to understand what we call ‘brand identity’ and ‘brand image’.

What is the brand identity?

It refers to the visible elements of a brand. These elements include its name, design, logo, colour, etc. A company’s efforts to create a good brand identity can be understood as their efforts to identify and distinguish their own brand from others in the customer’s minds. In simpler words, brand identity is how an organization seeks to identify itself and wants to be perceived in the larger market. These branding and marketing strategies communicate an organization’s identity to the consumers. In short, a brand is unique due to its identity. 

Building your brand identity in 2021

Brand identity can also be summed as mental and functional associations with the brand. However, it’s important to understand that these associations are not mere reasons to buy.

But they actually provide a certain familiarity while differentiating themselves (from their competitors) in order to avoid the chances of being replicable. For instance, these associations can be trademark colours like blue for Pepsi, or a tagline like Apple’s – “Think different”.

In this manner, brand identity becomes a total proposal or promise that an organisation offers to consumers. It is an organisation’s personality and mission. Additionally, it serves as a feature linked with a particular company, product, service or individual. Then it becomes a medium of expressing and presenting a brand to the world.

What is the brand image?

Brand image is a distinct term in the sense that it refers to the current view of the customers about a particular brand. In contrast to brand identity, these are a distinctive bundle of associations within the minds of the customers. It denotes what the brand currently stands for, like its set of beliefs. 

Furthermore, it informs how the brand is positioned in the market. In short, it is an organisation’s character that conveys emotional value. While it is also important that it highlights the organisation’s mission and vision. 

Consumers develop various associations with the brand. It is the culmination of these associations that form an overall impression called ‘brand image’.

The concept behind brand image is that a consumer is not only investing in a product or service but also the image associated with the same. Hence, the brand image should be positive and unique. Branding and marketing efforts of a company significantly influence the resulting brand image. 

Exploring the benefits

The various associations in a consumer’s mind for the brand image are attributes and benefits. The former is the functional and mental connections that a customer has with the brand. They can be anything particular or specific. In this way, brand attributes are the overall assessment of a brand. 

On the other hand, benefits are the rationale behind the purchasing decision. These benefits can be grouped into three: Functional, emotional and rational. 

Functional benefits answer what does the organisation do better than others. While emotional benefits serve the question of how does the organisation’s product or service make a customer feel better than others. The rational benefits answer why does the customer believe in that brand more than others. 

Differentiating between brand image and brand identity

The two concepts are a significant part of a brand. However, these are actually different but interconnected concepts. 

Brand identity represents the desire of the brand. This is because it is the way that a company wants consumers to perceive itself. On the other hand, the brand image represents the views of others about the brand. It is the way consumers perceive the company. Brand identity is active in nature as it is a company’s hand to establish it, while the brand image is passive because it can’t be controlled. In conclusion, both the terms are two sides of the same coin. However, both are essential to define the success of a brand in the market. 

Improving your brand identity

An organisation with a unique identity has better brand awareness than its competitors. This creates a motivated team of employees who feel proud of working in a valued organisation. 

On the other end, it leads to brand loyalty, brand preference and high credibility. As a result, a company is able to fix good prices and gain good financial returns. It establishes an instant bond between the organisation and its consumers. Maintaining and building this connection serves as a great medium for the company to foster growth. 

For example, Apple Inc. always tops surveys of the most effective and beloved brands. This is because the company has worked hard in creating its impression as an innovative and premium brand. It is these efforts that have closely aligned Apple’s brand identity and brand image.

Building your brand identity in 2021

Hence, Apple with its loyal and expanding customer base is consistently one of the most profitable brands in the world. 

Digital solutions in the digital world

In the wake of coronavirus, consumer behaviour has significantly changed. Consumers get influenced to make their purchasing choice with the digital presence of the brand. Every organisation is a participant in the digital race today. This again creates a tension to form a unique identity. What one needs in priority is engaging and relevant content. Creating empathy through purpose-driven marketing can also attract an audience. So it is high time to take your brand to new heights with digital marketing in 2021.

Get in touch with us today to find out know more.