Building a Brand from a Company: The Power of Content Marketing
The explosion in content over the last decade has resulted in marketers waxing eloquent on how best to sell content and how to best deliver that all-important message. Quality content has always been important, but now it is more essential than ever. Marketers must focus on providing consumers with relevant and share-worthy social media posts and engaging articles. This is a key opportunity to build brands through insightful compelling content and smart delivery. By having consumers share to their own networks and creating traffic through outside sites, the possibilities to reach markets are wonderfully cost-effective and much more impactful than traditional print advertising.
“While content delivered for marketing can take a wide variety of forms – from customer stories to fictional setups, one should keep in mind that we are doing this to market products so that consumers can make the best decision. Content marketing strategies should not, therefore, shy away from selling,” says Edward De Valle of LINKS WorldGroup.
A key component in content marketing is the plethora of online social media platforms available today. A common mistake that brands make when trying to engage consumers online is simply trying to cold sell their product. Today’s consumers are way too smart to engage in this and they have far too many options to waste their time. Instead, companies should use these platforms to position themselves as experts in their respective fields, to create a want for the lifestyle their product offers and turn their company into brands. Understanding how to effectively convey these messages are key in increasing sales and creating a return on investment.
Delivering an impactful headline is key in capturing busy online readers, who are inundated with endless streams of information, and failing to do so can be a fatal marketing mistake. Content creators must ensure that their headline is engaging enough to get that all-important ‘click-through,’ with the body of the content also structured smartly enough for the new age and always-on-the-go reader. There are ample techniques of content structuring available today that can make blogs, articles and marketing material readable from several points of views. Content marketers must also bear in mind specific characteristics of their audiences. For example, millennials are notoriously finicky and proper wording must be used to ensure that content comes across as empathetic and understanding to the general public’s point of view.
“Content marketers need to be smart for the new generation of readers and avoid the mistakes made in the past. Today, we must know what medium to utilize to promote what kind of content to be really effective in capturing the audience attention,” says Edward De Valle.
New sales and marketing horizons are always opening up, and the last few years have seen the rise of new ways to connect and influence. LINKS acts as a consultant to assist clients with customer and market insights. The offerings in this field include developing innovation capabilities, new product development, market development strategies, customer relationship management, and product profitability analysis.
For content marketers, LINKS has a full bouquet of offerings for digital marketing and campaign strategies that bring in traffic that matters and creates conversations. Some of the offerings in this field include e-mail and contextual marketing, pay per click, SEO and social media, banner network ads and geo-tracking. Content creation at LINKS is an organized process that includes research, analysis, data collection, organization and writing, followed by editing. The offerings include blogs, newsletters, press releases, brochures and digital magazines, websites, and documentaries.
LINKS WorldGroup has emerged as a major marketing communications agency on a global scale due to its ability to give a voice to their client’s vision. Since its strategies are geared towards return on investment, its team has gained expertise in executing marketing plans that bring revenue and deliver results by combining both traditional and new media. As a research-oriented and forward thinking agency, LINKS is able to generate remarkable results for its clients in a wide range of industries.