By Monica Malhotra- Founder and CEO of The Gaggler
As a business, trying to form a sound content marketing strategy to engage customers and ultimately drive sales is no easy task. In today’s digital landscape, where 2.5 quintillion bytes of data is produced every day, there is a myriad of content being constantly consumed worldwide, every minute of every day. That, of course, provides your business with an opportunity to reach a larger audience. However, your content will need to cut through the noise and deliver your message at the right time to the right people in the right way to ensure you’re achieving your objectives.
Blatant, in-your-face advertising is a major turn-off for consumers today. Successful brands understand that when consumers, particularly millennials, make a purchase, they are buying into a company’s values, as much as the product itself. By successfully communicating a meaningful brand strategy through content, you take your customers on a journey with you, and they buy into those values as they become part of your tribe. For this to occur, you need to communicate with your target audiences in a meaningful, authentic, and engaging way.
These trends speak to the growing popularity of the online influencer. Owing largely to influencers, consumers today want to engage more than ever with online experts before investing in a product or service. Video review formats are now in high demand among consumers before making purchases across multiple categories, from beauty to electronics. And while video is accounting for a growing share of overall digital consumption, audiences also read in droves. Statistics suggest that 70% of people would rather read an article about a company than read an advert.
What people don’t want, however, is a company blowing their own horn. As far as meaningful and authentic communication goes, it doesn’t bode well for a brand to talk about how great they are. If they are great, others are going to talk about them anyway, right? This is where content marketing can help plug the gap. Working together with content specialists, whether influencers or established and reputable publishers to produce videos, articles, and other digital content forms can be a great way to communicate your overarching brand narrative while showcasing your latest products and services to your target audience and adding credibility to your brand.
Whether working on your own or with publishing partners, producing online content will serve your objectives well in the long term. Once an online ad ceases, you receive no more traffic from your investment, but an article, video, or other assets will continue to serve your brand’s awareness, SEO, and website traffic at no extra costs. A catalog of content, as such, keeps you both searchable and relevant and demonstrates an ongoing commitment to deliver value to consumers. But you won’t see results overnight. Content marketing requires a dedicated approach over the long haul to achieve long-lasting benefits.
Monica is the founder and CEO of TheGaggler.com, a Dubai-based online content provider and publishing platform that reaches over 40,000 women in the UAE and the broader GCC region. If you are an entrepreneur, SME or an established brand looking for unique lifestyle content marketing opportunities, email the editor for more information.