We know, the term content marketing has been thrown around quite frequently in the recent times. Some people contemplate whether this method is still useful. Now however, the reality is that the content marketing is very much alive. Still, it has not disappeared and instead just changed its form in a way. Let us take a closer look at what content marketing has been, where it is now, and what you can do to successfully apply it in the present.

What Is Content Marketing?

It can be defined as the strategy of delivering useful information to consumers to build brand loyalty. In other words, the aim is to convert this audience into clients. While content marketing shares many similarities with the traditional methods of promoting goods, services or ideas, it is not the direct advertising. It is not about pouring into the heads of potential clients information that may flatter them or make them feel good; instead, it is about giving them information that can help answer some questions, or solve some need they have.

What Content Marketing Entailed in the Past

In the past, content marketing applied a very simple approach aligned with the high-level stages of the buying process. This journey had three main stages: 

1. Awareness Stage: Thus, here the aim was to attract the viewers with the content that is informative and useful. They include guide, blog and how to video articles.

2. Consideration Stage: Here, content was informed and useful but the input was mixed with some advertisement. The purpose of the advertisement, therefore, was to inform the audience of what aspects to consider in a certain area, whether it is a product or a service. At this stage there were many case studies and check lists.

3. Closing Stage: This is where the content was intended to turn the readers into buyers. Some examples of text types include the buyer’s guides, product videos, and research reports.

This model was effective for many years and allowed moving potential customers through a funnel and making them regular clients.

Is Content Marketing Dead?

Contrary to this argument, content marketing is very much alive. It is still effective but the medium has evolved. While it is true that a good number of people think that content marketing strategies are obsolete, it is vital to realize that the approach is very much alive. This is in line with the pre-existing trends, so businesses that have continued to adapt to the changes will abound continue to record success.

What Are the Differences between Content Marketing Now and Then?

Audiences Are More Discerning

Consumers today are more sophisticate with high level of demands on the products they purchase. They do not gr gravitate to sensationalist pieces and are rather guarded against content of low several merit. Today, to be effective in content marketing you have to forget about quantity and go for quality.

Quality Over Quantity

A few years ago, businesses were actively creating a large amount of mediocre work. They proudly thought they needed more content, and more content would inevitably make them more successful while taking up lesser time. However, this approach is not useful anymore. 

Audiences of the present generation are interested in quality, relevant, and entertaining content. Instead of sharing brief, shallow content, lengthy, and profound content is now more welcome. Such kind of content increases a probability of recommendations by search engines and attracts users’ attention.

The Modern Buyer Journey

Customer journey has also changed with the occurrence of such buying behaviors in the present-day market. Here’s a new model that reflects the current realities: 

The Initiation Stage

Ideally, potential buyers are at the mere research level in this stage. They are not contemplating to buy yet nor visually imagining a product at that point. Your content should give them historical information and enlighten them on the market or topic in question. This has the effect of developing trust, and situating your business as one in a field of expertise.

The Research Stage

Now, the potential buyer is concerned with qualified recommendation, solutions, etc. To do this, they are directed on contributing to the solution of a problem or the answering of a question. Therefore, they may require how-to use videos, infographics and even buying guides among others. This stage occurs when you have to prove that you’re worth it, that people can trust you.

The Comparison Stage

Now, the buyer is on the finisher, which is the evaluation of solutions or companies. They are comparing the aspects of which products are more superior, the aspects of how expensive they are, and customer reviews on certain variants. Your content should focus on what your product can do for your customers, incorporate endorsements and give specifics as to how your product is superior.

The Transaction Stage

The buyer is a ready to buy. They require details such as the details of where they can purchase your product, its price, available specials offers, its availability and how they can get in touch with your sales team. Ensure that what you develop guides the visitors in a smooth manner to complete the transaction.

The Experience Stage

So, it is necessary to handle the existing customers since the establishment is already dealing with lots of them. Content used at the experience stage in the newcomers’ procuring process ensures value maximization of the obtained services and turns them into regular patrons. Offer customer support, address the frequently asked questions and point to the related products and services possibly of interest to the client.

Some of the best practices involve the following recommendations:

When developing new strategies, don’t forget about materials and methods that were effective in the previous campaigns. It is therefore advisable to post more of a certain type of content or topic if that particular type of content or topic attracted a lot of views. Also, you can apply SEO and SMM for your posts, as well as send your materials through e-mail to other people.

Conclusion

But as the amounts of content constantly grows, content marketing isn’t dead. It’s becoming more complex and those that will key into the global strategies will still continue to record impressive figures. This is because content marketing if done right is more strategic and targets the modern buyer journey. Well, the next time you hear someone utter words to that effect, content marketing is dead, you can tell them or better still, show them that it is far from being dead or irrelevant.