What has happened in the last time so that content marketing is not stopped talking aboutIt turns out that some may think that, suddenly, we all value content like we never have before, but the reality is not exactly like that, although many of us do value content (especially users; companies still resist, what a contradiction), it is What has happened is that the SEO tricks to optimize the positioning in Google, in the end are ending and many of those who previously did not value the content enough, do it now to improve their positioning. There are thousands upon thousands of pages that are created and published on a daily basis. Most of them are well structured and optimized for SEO, and they all compete for the same: to be well positioned in Google. Search engine optimization is becoming a ‘commodity’ And if, in addition, Google changes its algorithm, penalizes duplicate content and rewards original content, it turns out that the state of things changes: content has effectively become king, and who has helped its reign is Google.
This fact is not the only accelerator of the emergence of the content marketing discipline, but it is one of the most important. It has turned out to be a catalyst, an accelerator. You have to really get down to writing original things that interest users (and Google too, of course). Is content marketing more than a new marketing paradigm? It turns out that as always when there is a new paradigm, a new way of doing things, the beginnings are confusing. All companies have a presence on social media. Retweeting, forwarding, linking, reposting, liking, and following is fine. But it’s not enough. All companies have a corporate blog, to talk about themselves. That South Korea WhatsApp Number List does not work for users. You have to listen, attend and understand before speaking. You have to tell things in a frank, simple and direct way. You have to stop talking about yourself. We must tell how we can help others in their companies, in their professions, in their concerns.
Those who claim that content marketing is the new marketing paradigm may seem rushed, but the truth is that the approach that content marketing takes is another. Just remember the Cluetrian Manifesto, which a few years ago seemed like a thing for geeks and false gurus: “Markets are conversations.” If markets are conversations, will we want to converse with the market? Or not? And as in any conversation, we will have to tell and write things that interest our audience. So I have to make content to speak to my audience? Turns out yes. In addition, you have to listen before you speak, ask sincerely if I can help them with something, talk to them and not about me, and of course, leave the commercial speech, the traditional sales speech, in a drawer of the 20th century. The audience is saturated with information. Hundreds, thousands, millions of pieces of content are generated every day. And people have little, very little time to lend us. So we better tell them things that are useful and attractive and do it in a transparent and direct way. If we don’t, they won’t give us a single second of their attention. In this digital world, those who are interested in what we offer will look for information on the internet and on social networks.
They will use search engines for sure. And they will find pages, sites, portals, blogs, microblogs, forums, etc. They will view and download content of different types (ebooks, guides, manuals, studies?) To get closer to the solution they are looking for. They will leave pages bookmarked for you to review again. They will use content aggregators to make comparisons. When they have done their own reflection, they may contact someone who has been able to provide them with different content, who has really taken an interest in their problem. “Traditional marketing talks at people. Content marketing talks with them” Doug Kessler. Where do I start to create content? It turns out that, as in any discipline, in content marketing there are methodologies, good practices, processes, etc … We must analyze the behavior of the audience we want to reach, understand what they are talking about, what interests them both professionally and outside of their professional role.
That could be a starting point to advance in other issues such as content classes and formats, distribution channels (owned, earned and paid), purchase processes, etc. But all of the above does not make sense if we have not first defined the tone, the style of what we want to convey. Every day we see big companies that (suddenly) pretend to “do cool stuff”, which they don’t really believe in. We also see companies that tell the same old commercial speech, only in a more beautiful format. That is not content marketing. The first step, the real starting point, is to think about what we want to convey through the content. They say that the best marketing is the one that people do not perceive as marketing, but as something natural. If content marketing is king, it is because it conveys identity and authenticity that people expect when they chat with someone, but users, people, we are the ones who have positioned content as the king of this digital age. We, the users, are the ones who hope that they will speak to us frankly, without question.