The “traditional” marketing and customer relationship model dealt with the scarcity of information (with few media and channels available) and with product-centric marketing. The strategy was to communicate russian email address list the public what the brand wanted them to know, based on an interruption strategy – interrupting a television program with commercials, or reading a magazine with pages of paid advertisements.
However, the scenario has changed. To communicate with the public today, it is necessary to keep in mind some important issues, such as access to abundant information, consumption of content on demand and the concepts of permission and attraction. It is necessary to offer the customer what they are looking for, what they want to know.
In general terms, brands need to adapt, creating mechanisms capable of attracting customers and delivering content to people who actually want to receive it. The idea is no longer for the company to go after the customer, but to explore tools that make it possible to be found.
This is where content marketing comes in; a strategy capable of boosting customer attraction and retention, through the creation and offering of relevant and consistent content that presents solutions to potential customer needs, with the aim of influencing their behavior.
Why Content Marketing is Important for Brands
Today, customers are the ones who seek out the content they want to consume, driven by their needs and interests. In this context, offering relevant content to your audience is both an opportunity and a necessity.
On the internet, people search for answers to their problems and information on topics that interest them. With a consistent content strategy, brands have the chance to help solve these issues and educate their audience, leading them to a desired action, be it making a purchase, making contact, filling out a registration form, or even generating brand recognition.
You could say that content marketing is a way to communicate with your potential customers without selling.
By providing information that solves a problem, or even entertainment content, a brand can build an emotional connection with potential buyers. This strategy is based on the premise that if a company provides valuable information to consumers, they are more likely to respond by considering it when they are about to make a purchasing decision. It is a win-win relationship between the brand and the public.
Content marketing helps customers make decisions. It provides the public with the information they need to understand a particular product or service and helps them decide whether it will be able to solve their problem and meet their expectations, bringing the customer closer to the brand and ultimately to the purchase.
Furthermore, a content marketing strategy also offers lower costs compared to what is usually spent on traditional marketing, which basically uses paid media.
Content is a tool that can create a more honest relationship with the customer and prepare the audience for a future purchase. It is an opportunity to get closer to your audience and positively influence their behavior. This model is a market trend and one of the foundations of digital marketing.