Capturing consumer attention is becoming increasingly difficult due to the high volume of advertising messages we are now exposed to on a daily basis. But unlike many other forms of advertising, content marketing breaks through the noise by reaching audiences who are willingly and actively seeking to engage with your brand’s content. Here are 4 reasons why content marketing should be on every marketer’s media plan.
Reaches a Captive Audience
People are easily distracted. I’m surprised you’re still reading this article. If you are, you’ve just proven how important it is to engage your audience in a meaningful way to keep their attention. People are online to consume content, not ads, and content marketing presents an opportunity for brands to get in front of audiences in a way that drives a high level of engagement. Studies have shown that effective branded content can drive as much engagement, if not more, than editorial content, making content marketing an excellent way to reach a captive audience[1].
Increases Brand Recall
What’s the deal with toothpaste these days? The once simple task of purchasing toothpaste has become a battle of choosing between extra white, extra shine and shiny white. In a world where options for consumers are plentiful, content marketing gives your brand a platform to stand out from the crowd. Research shows that 76% of people who read sponsored content are able to recall both the brand name and context of the post they read[2]. This means that at the pivotal moment when your target consumer is faced with the decision of which toothpaste to purchase, there is a greater likelihood that your brand will be top of mind.
Builds Trust
It’s much easier to get along with a person than with a profit driven entity. Content marketing humanizes a brand by giving it a personality with which readers can more easily connect. With branded content, there are no underlying intentions or motives, just a desire to provide valuable information to your consumer. When executed correctly, this authenticity makes for the perfect vehicle to build trust with your consumer and, in turn, increase brand favorability and preference.
Fills Purchase Funnel
Advertisers are constantly trying to drive people down the purchase funnel, losing sight of a very important step; getting people into the funnel to begin with! By casting a wider net, content marketing allows you to reel in new audiences and continuously replenish your pool of potential consumers. These users then become great candidates for lower funnel targeting because they’ve already shown a genuine interest in your brand.
Content marketing can no longer be an optional or fringe component of a successful brand’s marketing strategy. It is one of the most effective ways to break through the advertising clutter to connect with your target audience, creating meaningful engagement with your brand and representing an essential part of your marketing mix.
Bhumika Kapadia is a product manager at Olive Media
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[1] Kemsley, Tamarra. “Great News for Native: The New York Times’ Sponsored Content Is as Popular as Its Editorial.” The Content Strategist. Contently, 22 May 2014. Web. 08 July 2015.
[2] Harley Wood Survey, 2013- CMOs are investing in custom content.
