The marketing world has changed, and in order to be successful, you must change your strategies to benefit the most and take advantage of social media. But first, you must make an important first step: change your mindset from promotional marketing to content publishing.
Gone are the days where buying television ads, the same is true with radio and print advertising was a great medium to get your information out to your target audience. Statistics showed that the amount of budget going towards using tradional media is 70% while with content marketing it’s only about 30%.
Apparently, our way of communication has changed over the years. Take the case of social media through all the highly engaging social networking sites. If you’re looking at it from a marketing or publishing standpoint, it really doesn’t matter because we’re all publishers today.
If you’re going to look at what you’re producing from an organizational perspective, these are all publishing initiatives now:
- Case Studies
- E-mail Marketing
- Web 2.0
- Digital Magazines
- RSS Feeds
- Online Games/Quizzes
- Social Networking Sites
These are all forms of publishing and takes a different mindset. Traditional publishers produce content in a different way than a marketer who produces content nowadays.
But if you look at a marketer coming at a content project, it’s very tough for them to take their sales head off because they want to talk about themselves all the time. “We’re far more better, here’s our product and services, the features and benefits.” The problem is, this doesn’t work in publishing.
It’s important to realize this now, because if you don’t figure that out now when you’re publishing, you’ll have a very hard time being successful in online social media.
You have to first figure out what you’re trying to say, your story and how would it become effective to your target audience.
Before you get into social media with content marketing, focus on the content and understand how to create valuable, relevant, and compelling information to your target audience. We’re not talking about sales or product information, it’s simply about publishing.
If you’re going to publish a website that’s content-based, you’ll not going to talk about your product or services, you’ll be talking about what your readers or users need to hear to solve their challenges – and that’s basically what we’re referring to as content marketing strategy.