The old saying ‘advertising is the business soul’ has found a companion in the maxim ‘content is the soul of your business‘. As days go by almost all companies are becoming adept in inbound marketing and content marketing. Lots of entrepreneurs expect to reap the fruits of their labor fast forgetting that the strategy itself is not the final solution to their issues. It is important to differentiate between inbound marketing and content marketing.
Jose Borghi, the CEO of Mullen Lowe Brasil, defines inbound marketing as the strategy of attracting audiences through delivery of material (relevant content) that helps in solving problems. This commitment assists a brand to gain authority in the marketplace and earn customers’ trust. Content marketing on the other hand comes to this process through coming up with relevant material. Jose Borghi holds that if everything goes well then the customer will make a purchase or contract for service. The question is how a company develops its strategy. Most companies get excited over the prospect of having more customers that they tend to make strategies that are poorly planned and done hurriedly.
Bad Concepts Interpreted
Mullen Lowe holds that there are some content marketing ideas that are spread in a wrong manner leading to people expecting an instant solution. Some of them are explained below:
A company always publishes intelligent texts and content on its website or blogs that are then shared in various social networks. Jose Borghi points out that this earns it some points. However, this is not an efficient strategy when it comes to content marketing. You have to come up with a plan that goes beyond having motivating content. You require having a study of the buyer personality, SEO optimization, buying journey etc. Mullen Lowe President stresses that the belief that published texts will be your salvation will disappoint badly.
This forms the key pillars of advertising and content marketing. The useful content should also take note of the type of reader and how effective the content will be to him. Your content should be addressed to the target audience. Consumers are much informed nowadays and do not need evidence but rather sufficient and useful information.
Ensure that your content does not fall into the turmoil of other social posts that people are not interested in. Ensure you participate in the content you post to interact with the readers. Patience and proper preparation will ensure your advertising strategy is successful in the end.