When you’re watching your favorite show on TV and suddenly it breaks into commercial, how do you feel? You feel disrupted, you feel unfairly treated, you feel like you’re being forced to sit through overfeeding adverts and slogans when all you want to do is to get back to where you were.
That’s traditional advertising.
Marketing has long evolved since the days of loud mic-ing on streets and slogan force-feeding on TV-Radio-Paper. It is now smooth and subtle. You look for being marketed that stuff. You subscribe to its newsletters. You Like the product or service’s Facebook feed.You become the audience of the marketing content without even realizing that some kind of marketing is being done. This kind of marketing, dear subject, is modern day Content Marketing.
What is Content Marketing?
Strategic marketing of concepts, brands, products or services using informative and attractive forms such as blogs, videos, pictures, surveys, infographics, etc. is Content Marketing. It has a specific target audience and is used to keep them consistently interested in the matter. The goal is to attract and maintain.
Content Marketing vs. Traditional Advertising
What is the right content and how much time does a person want to spend on that content? In Content Marketing, these two factors are under control of the person, whereas the same is not the case in traditional advertising. For example, if John does not want to finish a video about cooking Spaghetti Al Pesto on his Facebook feed after watching it for a minute, he can stop. But if John is watching a Master Chef on TV, he has to go through each and every commercial if he wants to finish the show.
With growing competition, traditional advertising is decreasing as people are drawn to the more creative approaches of promotions and public relations. The audience of Content Marketing are receptive. They are specifically interested and look forward to the matter. Meanwhile, in traditional advertising, many uninterested people are exposed to the ad, which makes them feel that the ad is rather interfering than useful.
Forms of Content Marketing
Infographics can be used for communicating any information like data and research. Sharing videos and pictures can communicate message in a clear and catchy way. Memes are a comedic approach as they help people cheer up and learn in a funny way. Sharing news articles, links, interviews and tips can contain common yet useful contents. Similarly, sharing research and case studies can be also good methods.
Sharing your discoveries with others is a generous way to drive traffic, build trust, and establish a relationship. Companies may do this by small, individual entrepreneurs or by hiring professionals that help build reputation and credibility of the company via Content Marketing.
“Sharing information related to the sector rather than sharing something related to the company can make the consumer feel that they are getting extra knowledge. This will definitely create a good effect in the consumers’ psychology,” says Santosh Shrestha, President of Advertising Association of Nepal (AAN).
Content Management System
Content Management, for the purpose of Content Marketing, has been a growing trend in businesses in the recent past. Content Management is the administration of digital contents like image, video, audio, text and other multimedia throughout their lifecycle, from creation to permanent storage or deletion. Content Management System (CMS) is a software incorporated in a website for managing content. This software is integrated in the website during its initial developments. “When content management system is integrated in the website, even a non-technical person can update the content language without using code language,” says Vijaya Karki, Business Executive of ITNTI, an IT solution and consulting company. She adds, “Non CMS and CMS websites differ procedure-wise. A CMS website is costlier than a Non-CMS Website.”
Trend in Nepal
Though we find that businesses in Nepal are slow to adapt Public Relation strategy, with growing Search Engine Optimization (SEO), every organization should have an interest in building contents to meet its career objectives.
“It [Content Marketing] has started as a part of digital marketing in Nepal,” says Santosh Shrestha. Though full-fledged content marketing is still not done in Nepal, nowadays corporate houses are adapting to the change and considering it as a marketing strategy. “As it is a strategic marketing approach, the future of content marketing is good,” says Shrestha.
Nivida Lamichhane of Write Weavers, a company that specializes in written communication and public relation services, believes that Content Marketing is more about networking and maintaining good public relation with clients and readers. According to her, the contents should be relevant and useful to the target audience and should represent your business’s expertise.
“Instead of doing straight forward brand promotion, using contents to reach the people is one of the smart techniques of marketing,” says Santosh Shrestha. To make this effective, contents should be published or uploaded after researching about the lifestyle and interest of the audience.
Getting Started with Content Marketing
Engaging your audience to your content repetitively is the biggest challenge of this creatively strategic marketing technique. Nowadays, online social networks like Facebook give you a convenient opportunity to find your targeted audience. You can get start by spending just Rs.100/- Without spending much, these sites can help build your presence and reputation online. You will even be able to see a detailed data of the kind of demography that viewed your “post.”
Content Marketing may or may not be a direct platform to increase sales but it is an important tool to build awareness and trust in a company. Audiences feel more connected with the content created by companies rather than with the advertisement produced by them.
Content Marketing is the 007 of marketing. It feathers into your attention without you knowing it and it engages you. You feel educated by it or you feel entertained by it. It is one of the best opportunities and strategies to maintain positive public image amongst its target audience.