Businesses like to think that they can continue doing marketing the old-fashioned way. Building adverts, coming up with memorable jingles, and spamming customers with the idea that you offer “great deals.”
The problem with this approach, however, it that it’s become painfully outdated. People don’t want businesses to force marketing down their necks anymore. Consumers know all the tactics and can sniff them out a mile off. The unconscious intuitive mind is a powerful thing.
This realization has led savvy business leaders to wonder whether there’s a better way. And many believe that they’ve found it: it’s called content.
What’s interesting about the content revolution is the attitude of businesses. The cynic sees content creation as just another blatant attempt to grab business from unsuspecting customers – and on a fundamental level, that’s what it is.
But the vast majority of people involved in the creation of content are genuinely interested in meeting customer needs. It is, in many ways, a far healthier set up than traditional marketing. Customers receive genuine value in exchange for their time. It’s not just a matter of sitting through the commercials, longing for them to finish. People want to consume content. Otherwise, it wouldn’t be content!
The demand for content writers has gone through the roof. Businesses need people who can write fluently and engagingly on practically any topic. Writing well is harder than you might think. It requires flow. You have to be a select type of person to do it: able to communicate your message while stepping into the shoes of your audience. It’s about more than grammar, punctuation or even style: it also requires empathy.
The message of this post is simple: it’s that content matters in today’s ecosystem, whether you like it or not. Obnoxious adverts had a good run – fifty years or more. But the modern era is too time-constrained to sit through old-fashioned ads. People want companies to deliver them value every second of the day, and they resent those who don’t.
Take A Different Approach And Start Respecting Your Customers
Digital marketing changed the rules of engagement. For the first time in the history of mass-scale businesses, large organizations could communicate on a personal level with all their customers. Companies could, if they wanted, tailor individual responses to customers, or write articles which appealed to specific questions, either on Quora or their blogs.
Innovative companies began the trend, but many thousands more soon followed. Consumers like being treated with respect. They want exciting content that informs them about company products and provides genuine insights. Businesses that go on and on about how amazing their products are do little to inspire customers. People can see right through it.
Companies, however, that generate material that gives them authority, make people laugh or is entertaining, build followings. People want to be a part of the enterprise and get involved in what it’s doing. Even if they can’t afford to buy the product, they want the merch. It’s quite amazing to watch.
So, just in case you didn’t realize, content is the currency of the internet, and you’d be a fool to miss out.