People used to have loyalty. Brand loyalty, that is.
Attachments were so strong that brand loyalty would sometimes follow a family through generations. Let’s say you were raised in a Cheerios household. As an adult, you might go to the supermarket and bypass the Kix, the Rice Krispies, and all other cold cereals—and not because you didn’t like them. In fact, you might never have even tried them!
Television commercials, radio jingles, and other advertisements used to be a blatant reminder to pick-up your preferred brand. But if Don Draper were around today, he’d have to be a bit more creative, because things aren’t as straightforward anymore.
Today’s marketing gurus are catering to a more adventurous consumer, one who can access the world’s wealth of information through their smartphone. Modern shoppers can and will ask Facebook friends for recommendations, read online reviews, and find and try the competition. In short, they like to do their research.
In 2017, some of the most successful campaigns include things like blogs, educational white papers, and video tutorials—a strategy known as content marketing.
The Beauty of Content Marketing
Let’s look at an example of powerful content marketing at work.
With its minimalist pink packaging, packed pop-up shops, and body-positive platform, Glossier is one company that has mastered the art of appealing to the modern consumer. The multimillion-dollar cosmetics empire sprung up seemingly overnight from the pages of a lifestyle blog.
Glossier’s founder and CEO Emily Weiss was a 20-something member of Vogue’s editorial staff when she launched “Into the Gloss” in 2010. The blog’s eclectic mix of content (like celeb interviews lying just a scroll away from a medical assistant’s tips for taming frizzy hair) was soon attracting 1.5 million unique visitors each month. So when the beauty brand launched in 2014, it already had a devoted audience built in.
A blog before it was a brand, Glossier is a quintessential example of effective content marketing—but it’s far from the only one. 92% of organizations view content as a business asset, and with good reason. A compelling piece of content can build brand recognition, boost your website’s position on search engine results pages (SERPs), and take on a life of its own through shares on social media.
Compelling content is not only a great way to reach potential customers, but to gather data you can use to reach back out to them at a later date. Content is currency. When you’re offering something of value to the customer, most are willing to provide some details (like a name and email address) to access it.
Write Your Brand’s Success Story
When it comes to content marketing, Liqui-Site have you covered. Our crack team of content writers has crafted on-brand collateral for a diverse array of clients, from non-profit organizations to high-end event production companies and everything in between.
The ingredients for a successful content marketing campaign in 2017? Three parts information, one part ad. Liqui-Site has perfected the recipe, and we’d love to cook-up a content marketing strategy to help promote your brand. To find out more, contact us today.
