Savvy consumers have wised up to traditional forms of advertising. People are trading in their cable boxes in droves for entertainment alternatives like Apple TV and Netflix. How media is being consumed is rapidly changing, which poses an interesting challenge for businesses used to marketing in a certain way.
Content Marketing is the creation and sharing of content to acquire new customers. By providing educational or entertainment value to your potential customer base, you are reaching your audience without acting like a salesman. Unless that is your goal… Cue Ron Burgundy!
A great example of Content Marketing happening right now is the Ron Burgundy Anchorman 2 marketing “campaign.” Whether he is hosting the news in North Dakota, interviewing Peyton Manning or acting like a car salesman selling Dodges, Ron Burgundy (played by actor Will Ferrell), is marketing his movie by entertaining rather than selling. His videos have gone viral on YouTube and have gotten people sharing, quoting, and talking about his fictional character brought to life. His antics have made Anchorman the most hyped movie for the 2013 holiday season and apparently also sold a lot of Dodges. According to Chrysler Group Data, sales of the Durango increased 59% with the help of Ron Burgundy and web traffic has increased 80%.
You don’t necessarily need a high profile celebrity to take advantage of Content Marketing. Here are some other ideas you can get involved in to provide value to your potential customers in an effort to win them over.
- Write Articles – Writing is a great way to connect with potential customers. Your company can regularly contribute to a blog, send emails with useful information and tips, or write an article for a magazine (like In The Hood!) or newspaper. Share your expertise in these articles and get your message, and your company, into the thoughts of an interested audience.
- Create and Share Content – Leverage Social Media to create and share content. Shoot an entertaining or informative video and share it across all of your channels. Create an inspirational Pinterest board of pictures that tell a story. Think of a way you can connect with potential customers using Social Media and provide them with value.
- Host Events – Hosting an event is a great way to publish content while getting your company’s name out there. Every flyer, every press release, and every post is a way to reach potential customers. Try and make your event relate to what your business does or believes in. Fundraisers can be a great way to get your name and a non-profit’s name out there. Just remember to make the event about your guests and your cause, not your company.
There are lots of ways to use Content Marketing to acquire new customers and grow the presence of your business. Have any questions, ideas or comments? Share them with us on Social Media or our blog!