So, the big difference between traditional advertising, PR, advertorials, sponsored posts and new “content marketing” is that the latter does not aim to sell anything to anyone. All it serves to do is to attract potential customers by exciting them, informing them, amusing them and befriending them.
Here are some guidelines to keep in mind when starting your content marketing programme:
No content marking is possible without a solid understanding of your customer. Do you really know what turns them on? Who are they and how can you manoeuvre them to your end product?
Next up is how to address them. Define your voice or tone; this will very much reflect the nature of your product, of course. Are you a playful brand or do you command authority? Whichever way, remember to use humour to lighten the content. Everyone likes a joke.
Authenticity means content is consistent in the way customers see you, maintain that voice and post relevant content, whether informative, funny, inspiring, etc
Keeping content light, interesting and relevant will maintain a following. First and foremost you are seeking to attract attention. It is possible to promote a brand successfully, provided you are perceived to be adding a benefit – that’s why giveaways, free advice and competitions work well.
As a last word, think of content as a conversation starter, not an ad. If you keep talking to your customers you will not only gain their respect and trust but learn about what it is that they want, thus making your job easier in the long run. Win - win!