Being aware that the power has shifted to the consumer and that brands need to create value for him in order to build a relationship that will lead to a business-marketing dialog, brands are quickly moving (not necessarily professionally) to Content Marketing activity, which is called: Inbound Marketing.
What is content marketing?
Content Marketing addresses the creation and distribution of relevant and valuable content for a defined target audience with the clear goal of attracting and gaining its attention and building a long-term relationship that can eventually turn into a business one.
What are the business goals?
1. Awareness of the company brands
2. A relationship that supports consumer loyalty
3. Differentiation of the brand’s products / brands
4. Customer retention
5. Sell & Upsell
There are three steps in Content Conversion
1. The Introduction stage
At this stage, the brand offers its potential customers content and information based on its initial acquaintance with them. This stage is characterized by a negligible commitment on the part of the consumer and low involvement. This stage includes in many cases YouTube’s brand channel, blog, podcast, interviews and tutorials.
75% of interactions related to content marketing end here, in the introductory stage.
2. The basic bonding stage
This stage is a deeper one in terms of the dialog with potential customers and includes activities such as social friendship and followers, invitation to demo or webinar, as well as subscription to content products such as newsletters.
22% go through this stage of a slightly more in-depth familiarity with the brand’s content.
3. The opportunity stage
Only 3% of those who initiated the content process reach a trusting relationship that enables a market-business dialog. This stage includes steps such as “contact” and actual purchase.
How does the triple strategy of Content Marketing management work?