Content Marketing: Origins and Evolution
The idea of «content marketing» has penetrated different countries. Initially believed to have originated in the United States around 2000, it has sparked various interpretations. Some people perceive it as a novel SEO technique, while others view it merely as blog creation. Additionally, there’s a segment that sees it solely as native advertising. However, amidst these diverse perspectives, one question remains: What exactly is content marketing? It can be described as a means of facilitating connections between consumers and companies. Nonetheless, the true essence of this innovative communication method is yet to be fully understood.
Clarifying Misconceptions
Recently, books about this are increasing. Some people say that it is a new method of SEO, and others say that it is about creating a business blog. To understand what is this, let’s take a look at the definition of the content marketing institution of the United States, which is the creator of content marketing, which returns to its origin.
Content Marketing: Defining the Concept
“Is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”
http://contentmarketinginstitute.com/what-is-content-marketing/
Beyond Specific Mediums
Within this definition, we do not mention specific media or formats. It is not a method linked to specific media, such as blogs and videos. In addition, not all content is acceptable, it must be described as «appropriate, valuable, and consistent content». For clearly defined potential customers, it is required to be appropriate, valuable, and constant content. The complete way to create and deliver such content is content marketing.
A Strategic Communication Tool
Is a communication strategy that provides appropriate information, deeply relevant to the doubts and interests of the potential customer, attracts potential customers, enriches the desire to buy and, ultimately, leads to purchase.
Content Marketing: Building Relationships
Instead of attracting or immediately promoting the products and services of our company, our goal is to deepen the relationships in stages and, ultimately, buy through the support of purchases for potential customers.
Innovating Communication
The definition itself may not seem novel. So, why was content marketing noted? By comparing the basic mechanism of information transmission in content marketing with conventional advertisement, its innovation becomes visible.
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A Shift in Information Transmission
How to communicate information about Content marketing
As for conventional advertising, regardless of whether it is a TV CF or an advertisement for a magazine, the message is temporarily and spatially delivered to the viewers and readers who have visited the subject that the media has interested them.
Navigating the Information Age
As it is said that it is an information overload, it is said that people are in contact with information many times the amount of information that can be consumed daily. Then it is not like that if the consumer is closing all the information. According to Alexa’s data collection, such as the website’s usage status, the most visited site in the world is google.com. Because people are overflowing with information, we refuse to provide information through advertisements, but we do not have the necessary information, there is a strange phenomenon that desperately searches for information.
A Solution to Communication Failure
Apparently it seems that a different communication is required than conventional advertising. As a solution to this communication failure, content marketing creates an opportunity for communication by understanding what information people are looking for every day. How unilateral, instead of issuing the message, is to fill the gap of «What I want to know is the life of» «What I want to say to the company» and with the «appropriate content», communication in The first to build relationships will be established.
Relationship-Oriented Communication
The mass ad has aspects of type of interruption and type of sale, but the concept of content marketing is different from this, it is a direct approach to provide appropriate content to people seeking information at an appropriate time. Suddenly, it will be rejected if it is sold, but you will be happy, even if you finally make a sale and help buy goods.
Content Marketing: Adapting to Modern Consumer Behavior
Nowadays, with overflowing information, it is effective to apply to support people in stages. We will develop a relationship of trust with consumers and support purchases with a type of support communication that fills the gap between «what the company wants to convey» and «what people want to know» with «appropriate content.» This is the content marketing structure of content marketing.
From Broadcasting to Engagement
Conventional advertising was a style that unilaterally delivers to consumers what companies want to convey. On the other hand, aims to create an opportunity for meetings by preparing appropriate content to respond to consumers when they want to know, and to establish relationships between them first.
