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Consumers see 3,000 to 20,000 ads and brand messages per day, resulting in 86% typically ignoring online advertisements. This banner blindness phenomenon signifies how most of us are able to effectively tune out the bombardment of web ads. The truth of the matter is, nobody really cares about your marketing. So how do you get the attention of your target audiences, or perhaps more importantly, how do you resonate with them? In a world that’s oversaturated with marketing content, you should serve as a guiding beacon for your consumers. As Forbes contributor, Brian Sutter, aptly put it, “Teach, don’t sell.”
Below are three reasons why content marketing is effective in engaging your brand’s fans and followers.
- It’s informative versus abrasive. Eclipse consumers’ marketing blinders by offering them something honestly valuable. To do this, you must know your audience, what they’re looking for, and how you can help them. Consumers aren’t scrolling through social platforms looking for things to buy – they’re there to connect with friends, family, and coworkers. They want to share and interact. So give them something useful and relevant that they’ll want to interact with, and maybe even share with their network.
- It builds trust and brand equity. Think of your brand as a sidekick, helping your target audiences conquer their day-to-day by offering inspirational, informative, or entertaining content. Frequently posting these kinds of content will build trust with potential consumers as it showcases your brand’s genuine intention to enhance their experience. You’ve shown that you care, and when they need what you sell, you’ll be at the forefront of their mind because they’ve already had a positive interaction with your brand.
- It does, in fact, deliver more sales leads. Inbound marketing delivers 54% more leads into the marketing funnel than traditional outbound tactics. A whopping 61% of customers are more likely to buy from a company publishing custom content.
“The best content marketing is sales agnostic, yet it can still get the sale.” – Forbes
This isn’t all to say that you should abandon promotional posts completely. Widely recognized as an industry best practice, the “70/30 Rule” maintains that 70% of a brand’s social posts should be information that users will find useful (i.e. tips) or enjoyable (photos, videos, links). Subsequently, 30% of a brand’s social posts should be dedicated to advertising its website and products/services. When it comes to promotional content, moderation is key.
Looking for some tips on successful content marketing? This is a great start.