Tahsin sat down to read newspaper like everyday. His favorite part of the newspaper is – the editorial or column publishing page. Whether he reads anything else in the newspaper or not, I want him to read this part. Today he is reading an article by one of his favorite columnists. In between readings, he noticed the columnist repeatedly bringing up the context of his iPhone and humming. Describes some of the best features of the iPhone. Although the iPhone is not the main content of the column, the columnist has carefully highlighted the features of the iPhone.
What happened to Tahsin happens to many of us. None of us investigates why this happens or what its purpose is. Many people don't know how easy it is to promote others in this kind of content. I don't know that it is called 'content marketing'. Today we decided to focus our content on 'Content Marketing'.
What is content marketing?
Content marketing is a marketing technique. Valuable, objective and consistently high-quality information is incorporated into the content solely for the purpose of engaging the content's audience about a specific product. Converting audiences into profitable customers is what content marketing is all about using this method.
Many people could not get a clear idea about the matter even now. No problem, we will discuss in more detail. Let's go back to the incident with Tahsin. The column Tahseen read was an analysis of international events. But the columnist sang some iPhone songs there. Described some special benefits. Which scarred Tahsin's mind. He expressed curiosity about the iPhone.
This was the sole purpose of content marketing to generate interest in Tahsin's iPhone. Content marketing is said to be one of the smartest marketing strategies. Through this, the most loyal customers can be created.
Never mind Tahsin, the person whose column he was reading is a very dear person to Tahsin. It is natural that the information known from the pen of this wise man, dear to him, would be the most trustworthy to Tahsin. And marketers understand this loyalty and turn it into a marketing strategy.
The result is - Tahsin will find this ad more important than other ordinary iPhone ad, thereby achieving the marketing objectives. So content marketing is known as a smart and reliable marketing strategy.
History of Content Marketing
Content marketing sounds like a recently invented marketing strategy. At first I thought so too. But my idea was not correct at all. If you know the history of content marketing, you may also be shocked.
Content marketing was first used by Benjamin Franklin, an American. He marketed a printing press in his book 'Poor Richard's Almanack' written in 1732. So his brilliant idea turned into one of the smartest marketing strategies of today's twenty-first century. Benjamin Frank is called the father of content marketing.
Around 1895, the company John Deere published a magazine. The name of which was 'The Furrow'. This magazine called Farro was written for the farmers of that time. This magazine contains information on 'How Farmers Can Benefit'.
Now I will tell the story of how this magazine has enriched the history of content marketing. On the left hand side of their magazine, there was a small writing below - "Sent to you with the compliments of your John Deere Dealer". Many people think that this is another surprising information, maybe it was really added for a compliment. In this case, your marketing purpose is nothing but stupidity!
Yes, many readers think like you. I also think that they may have given this information for no reason at all. Later I found out that my thinking was actually wrong. Because at that time they were able to realize the power of this content marketing. Their original intention was to make their brand popular among farmers. Because the main consumer of most of their company's products is this farming community. Isn't the subject very interesting?
These two examples are enough to get an idea of how rich the history of content marketing is. There are many credible evidences of such incidents. I am not exaggerating because the scope of content will be bigger, time has passed. Almost 300 years old marketing procedures are no longer the same. Now it's smarter and more efficient. Today digital marketing covers a huge part of its spread and dominance.
Why is content marketing necessary?
You probably have a little understanding of what content marketing is. But the interesting thing is, more important than knowing what content marketing is, is understanding why content marketing is important for your business. Understand how content marketing converts the average reader into a buyer. And to convert this ordinary reader into a customer, 4 important steps have to be passed. Are they necessary-
Awareness: At this stage, the general reader has an idea about the product. Getting the idea makes them curious about the product. At this stage a customer is undecided whether to buy or not to buy. It takes time at this stage to make up your mind. The main purpose of this stage is to create curiosity.
Research: When a common reader hears the name of a product or gets a little idea, he is curious to know more details about the product. The purpose of knowing the details is that he might be thinking that he will buy the product. The seed of the idea has just been sown. When a customer decides to buy something, they start researching. That is, he started to get an idea about the product. Google search. For example, which iPhone should they buy? At this stage they start judging what they can afford.
Consideration: At this stage, the customer makes a decision after getting all the information. This is the stage of decision-making especially by making comparative differences between different products. They decide everything from price to which product they can afford. Decide where you can buy at the cheapest price. That is, you decide on which model of iPhone to buy and where to buy it from.
Buy: At this stage they buy the product of their choice. All the decisions were completed in the previous phase.
That is, to sell a product, the reader must be taken through this process. And content marketing works on this issue.
Content marketing is a smart marketing strategy. Generally consumers do not understand this. Don't look at Tahsin's story. How many percent think like Tahsin? Not everyone understands what it actually means. We often see this type of content on Facebook. Some of them are common users. They don't even know how they are promoting a brand. Apart from that, the remaining marketers know and understand the subject very well.
Talking about why you need content marketing. Consumers can be attracted to a product very easily through content marketing. This is why content marketing has grown in popularity – most consumers don't think it's intended for marketing purposes.
Through this marketing method you can first create awareness among users. Means who can inform them about the product first. The next steps will be done manually by the customer prompted by the previous content. Ultimately, the marketer's mission will end by getting the customer to buy a product.
Let it be until today. Some day in the future I will discuss about different marketing strategies of content marketing. I will tell the story of how big giant companies like Coca-Cola, Microsoft, Hubspot were successful using this marketing strategy. Stay healthy till .
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