Why Consumers Ignore You

December 19, 2014

Why Consumers Ignore You – For years your business has been pumping out traditional advertising and for years it has worked. Why bother changing up your marketing strategies now? Well, frankly, because it might not work as well anymore. After decades of coming face-to-face with traditional advertising, consumers are learning how to tune out commercials and ignore print ads. So what do you do now?

Enter content marketing. According to the Content Marketing Institute, this is "a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action."

Basically, content marketing is a better way of communicating with your customers but without directly advertising or selling to them. By doing this you create information and instead of selling you deliver valuable content. The basis of this strategy is the belief that businesses that create consistent valuable information are in turn rewarded with consumer loyalty.

So what is your business missing?

1. Create a Blog – Not just any old blogbut an amazing one! A blog that consistently pumps out content that is useful to your customers. Valuable content makes your consumers smarter and keeps them coming back for more. It's no longer just about making a quick sale. Now, it's about creating an audience full of potential sales.

2. Pump Out Quality Content - The number one way to guarantee that readers find your blog, read your blog, and come back to your blog is by continually posting content that they actually want to read. If you sell beer, perhaps you'll want to create a "Beer 101" series on your blog. If you run a gym, perhaps you'll share some of the best ways to use gym equipment. You want to create something of value that still leads your readers back to your business.

3. Utilize Social Media - The Internet has taken over and it's not backing down, so it's important to keep up. Social media marketing is an increasingly popular marketing tactic, especially since it is so low-cost. You'll be getting your company's name out there simply by regularly updating your Facebook, Twitter, Instagram, and Pinterest pages.

4. Understand Keywords and SEO - Search engine optimization (SEO) is the best practice for ensuring that potential customers can find your website. Recently, Google has changed the algorithms the pertain to keywords and seo. However, keywords will still need to be carefully placed and used in moderation in order for search engine users to more easily find your content.

Content marketing isn’t just producing content, its creating original and engaging content that consumers want. It is more cost efficient and is able to generate more sales leads than traditional marketing. By creating and consistently updating a company blog and social media presence, you'll begin to see an increase in your website traffic and in your sales.

Coca-Cola Content 2020 Initiative Strategy Video - This video is combines the Part I and Part II videos of the Coca-Cola Content 2020 Initiative (C2020I) videos on Coca-Cola's emerging content marketing strategy as they transition from one-way messaging via advertising excellence to content marketing excellent that makes their marketing content optimized for audience interaction (customers, partners, employees, enthusiasts, stakeholders, etc.).

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