Content marketing is quickly gaining attention from companies worldwide and makes indirect selling more effective
– Armando Leduc
NEW ORLEANS, LA, U.S., Aug. 5, 2022 /EINPresswire.com/ — In the past, advertising was about reaching as many people as possible with a targeted message. But with the advent of content marketing, that’s no longer the case. Today content is king – or queen. And it’s not just businesses that rely on content, consumers do too; only the purposes are different.
Businesses use content to get people to sign up for what they sell, while consumers use it to do research before making a decision. In fact, a study by Pew Research found that nearly 81% of Americans research and peruse content to make decisions about products and services.
The main difference between content marketing and advertising is how the message is delivered. Advertising sells directly to customers, while content marketing is all about providing valuable information about the product, solving key questions, and helping customers make informed decisions. The essence is that it is an indirect way of selling, subtle yet effective.
Advertising puts pressure on potential customers, while content educates:
The main reason content marketing is so successful is that today’s consumer knows when they’re being sold something, which often backfires on advertising. On the other hand, content marketing educates the product/service as a solution and adds it subtly.
Advertisements are often delivered by intrusive ad networks that bombard users with irrelevant and intrusive messages in order to trick them into clicking through their links and making a purchase. However, people are likely to buy from a company that has put together quality content that provides answers to frequently asked questions and valuable tips.
Armando Leduc, Founder of content marketing giant Leduc Entertainment, says: “Consistent daily video content, posted across all major social media platforms and aimed at education rather than sales, works best to drive traffic. Leduc has been creating content for social media clients for over 10 years and says he’s seen what works and what doesn’t. “When a company publishes content that is more promotional than informative, the campaign usually has undesirable effects. Teach, don’t sell to win campaigns,” Leduc added.
According to a study by the Aberdeen Group, companies that use content marketing report a 2.9% increase in conversions versus 0.5% for companies that don’t.
Content can be viral and shareable, advertising not so much.
Content that addresses problems and offers solutions tends to be more shareable than ads that simply sell products without providing useful insights. An example could be a podcast or long blog post on how to deal with anxiety by a certified counselor, where he/she shares various practical tips and cites his counseling service as one of the possible solutions. People would love to share this type of content with their loved ones who may be suffering from anxiety and think these tips might help them turn things around.
Content marketing allows businesses to educate and indirectly sell to customers in one place. This ensures that they don’t leave their website to look for information elsewhere online and may not end up coming back or buying from someone using content marketing to sell.
Advertising has become disruptive:
As the ads become so intrusive, it can be difficult for people to actually focus on the content. A lot of noise and nonsense can take away from what someone is trying to see or read.
This complicates the search and increases the likelihood that you will switch off completely instead of reading through the information on offer.
YouTube is one of the greatest examples of this. Whenever a user tries to watch a video, they are presented with forced ads that interrupt their browsing experience and annoy them rather than pique their interest in the ad.
Not only does this increase wasted marketing dollars, but by reducing the ultimate effectiveness of advertising, businesses also decrease their chances of converting visitors into customers.
Content marketing is cheaper in most cases:
When it comes to content marketing, businesses typically save money in at least two ways:
1. By not having to pay for advertising space on their website or for other forms of advertising
2. One-time costs for the production of evergreen content by professional production companies such as Leduc Entertainment. The company owns that content, whether videos or blogs, forever, which means an unlimited number of users can peruse and contact them about their services/products for years to come.
You can’t do that with advertising, because the moment a company turns off the ads, sales also drop.
What does this mean for companies?
If a company wants their potential customers to engage with the brand, they need to start producing quality content. Not only will this help keep potential buyers interested in what it offers, but it will also significantly increase conversions as customers prefer those companies that inform them and help them make decisions; It’s a ninja tactic to gain credibility points!
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