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| Content Writing |
Content is the new business language which has transformed
the way companies interact with their businesses. Brands have now become
closer, better accessible and more accountable all thanks to the rise of the
social media and the internet.
The age old tactics of communicating with your clients is slowly changing with factors like growing demographic diversity, adoption of internet technologies, and the changing habits of media consumption. People are now smart about receiving such information and the way they perceive them has also altered greatly.
As you begin to grapple all these changes in the modern way of conducting business, the word ‘content marketing’ is sure to be making your way. To put it simply, content marketing is the approach of designing and distributing relevant, valuable and consistent content to the audiences of your product or services, to attract and retain them for a long-term profitable business.
Old dog new tricks!
Pokemon Go the augmented reality based mobile game app was a
raging success whose shenanigans are still fondly remembered even after a
couple of years. But there is more to the technology of the game or the fact
that it was fun that helped for such a major success of the app.
Pokemon Go is a model example of how effective content marketing can be, when done right. The game was really a game-changer, but was in fact loosely based on an existing game which used similar idea of location-based gaming called Ingress. However, nobody knows much about Ingress, because they did not have the booming success like Pokemon Go did as they failed to market the game like their successor did.
If we think about it, Pokemon as a brand have been marketing their content of anime cartoon shows, card games, toys, video games for more than 2 decades while evolving in design and tonality keeping up with the generation. Moreover, their strategy had the best weapon to ring with the audience, which was a layer of nostalgia. The second layer was promoting the hipsterdom phenomenon of walking and fitness.
But is it all an advertisement ruse?
To state simply, no it is not. Content marketing has
historically time and again proved to be effective to make significant paradigm
shifts. But it has much more to do with mass psychology, media hype creation.
The crux of content marketing is not just scheming the public at the right
time, but in knowing the needs and pains of the people and giving a
value-based, clearly stated solution that helps to address them.
This can be understood from the aforementioned story of the amazing success of the game Pokemon Go. Their content marketing met the 3 important points common to every successful campaign – Valuable, Relevant and Consistent.
Why it works?
Today’s population reads 70% more than the people from a
decade ago and all thanks to the internet. They like to research on every
little thing they need and make intelligent decisions based on what they found
off the internet.
Also the modern generation is averse to the usual sales techniques of the “hard sell” and offers a strong resistance. Good content helps them make good decisions without feeling like they are being sold stuff.
And that’s why content marketing works and is necessary for every business. You put it out there and they will come!
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