May 12, 2014
Content marketing used to be comprised of only a small group of bloggers and YouTube enthusiasts. According to a 2012 study by AOL (a popular Internet service provider) and Nielsen (a leading global information and measurement company, provides market research, insights & data), 27,000,000 pieces of content are shared every day. Content has turned from something web people do, to an essential marketing tool for retailers.
Content marketing differs from advertising in two ways: First, content consists of owned or earned media. If you’re buying media (pay-per-click, re-targeting ads, etc.) it’s considered advertising, not content marketing. Second, content marketing is a pull type of advertising, rather than a push form of advertising. Content is built to attract and gain awareness from Ms. Jones rather than to disrupt her.
Why start content marketing?
Ms. Jones’ shopping journey and habits have shifted and continue to change every day. With the increase of social and digital platforms this has made information easy to obtain, and your customers are turning to these channels first even before stepping into your store or looking at your website.
According to the Corporate Executive Board’s Marketing Leadership Council (the world’s largest member-based advisory company), buyers do not contact suppliers directly until 57 percent of the purchase process is already complete. Do you want to join in on that 57 percent and help shape Ms. Jones’ buying process? Or do you want to leave an empty space that your competitors will fill?
Will it replace advertising?
Of course not! For the greatest impact and maximum success, content and advertising should be integrated. Collectively, content and advertising can create a brand story that truly taps into the human emotion of a consumer. Marketing is the whole business in the eyes of the consumer. It’s your job to give your customers a story to tell.
Content marketing takes time!
Content marketing is not a miracle worker. More than likely you will not see a huge ROI in one week from it either. It works because it takes a considerable amount of information and effort, but it creates something of value for your audience. That information helps them make decisions whether to buy from you or go to the store down the street.
Best way to start content marketing?
The best way to start content marketing is with a blog. According to Hubspot (a software platform that helps companies with inbound marketing), Internet users in the U.S. spend triple the amount of time on blogs as compared to email.
To help get your blog get off the ground here are four tips to creating a successful blog:
1. Create a Blog Personality
This is the chance to let your brand and store shine. Don’t create content that feels like you’re reading out of a textbook. Customers read to enjoy themselves not to study. Remember you’re a furniture store for a reason. Keep focused on your product and brand!
2. Be Consistent
When starting out, try to post at least three times a week, preferably every other day.
3. Keep It Simple
Don’t get caught up in how long your posts have to be. A blog can be as simple as talking about new products on the showroom floor to a testimonial a customer just gave you. The key is to make them interesting and thought provoking.
4. Focus on Your Title
Titles help capture the attention of potential readers and more importantly search engines (Google, Yahoo, Bing) love blog titles. A rule of thumb is to keep your title under
10 words.
Kevin Doran is the CEO of R&A Marketing. Armed with more than 25 years of furniture retail marketing experience as a full-service traditional and digital marketing company, R&A works with retailers in the home furnishings, appliances, and electronics industries.Visit www.ramarketing.com or email info@ramarketing.com for more information.