By: Allison Harvey
Studies show that the average human’s attention span has dwindled to 8 seconds. To put that into perspective, a goldfish’s attention span is 9 seconds. Wow!
In the world of digital marketing, we need to be making quick and lasting impressions with our clientele. The necessity to engage the consumer is more urgent than ever.
In my opinion, there is no better way to garner someone’s attention than to offer them something for “free”. In this case, the “freebie” is useful and practical resources for the consumer that are also relevant to your brand, without actually mentioning your brand. This is called content marketing.
A great example of content marketing in action would be Intelligentsia’s Brew Guides that Salesforce highlighted in a 2014 article on content marketing. The premise of these brew guides is to provide free information to coffee-drinkers on how to perform different coffee-making techniques and use equipment such as V-60’s, the French Press, etc. Not once do they plug their brand. But, there’s no need to. Aesthetic photography and well-written content throughout would make anybody desire a cup of coffee. The Brew Guides help to prove why Intelligentsia is a “thought leader” in their field, and customers will be more than happy to trust their next coffee purchase with Intelligentsia.
How do you know if it’s working?
Upon initial creation of your content marketing materials, it’s vital to develop a purpose and a strategy. Is the intention to simply bring in more traffic to your website? If so, create content that intrigues and inspires interest relevant to your target audience. Post the material on your website, and then a link to that site online (social media platforms, e-mail list subscribers, etc.). Then, analyze your site’s metrics. Additionally, use the feedback you receive to adjust your content as necessary.
Is the purpose to increase sales? (Who am I kidding, that is always the goal…) Remember that one of the main goals of content marketing is to build brand awareness, develop trust, and create a sustainable consumer base. Sales will increase as you continue to prove to the public that your brand is distinguished and consistent.
At the end of the day…
Content marketing is a piece of the puzzle. Your overall digital marketing strategy cannot (and should not) completely rely on content marketing, especially if your desired result is an immediate spike in sales. But if your desire is to mold your brand to being known as a reliable thought leader with a sustainable and loyal following, consider integrating content marketing into your digital strategy.
Allison is a former UK Women’s Lacrosse player. It was an amazing platform, but now she uses digital platforms to market greatness. She is passionate about creating marketing strategies that generate immense results. You can visit her website to find out more.