Drugi jezik na kojem je dostupan ovaj članak: Bosnian
As part of the educational program AcademIAA, Danka Trbojević, Account Director at full-service agency Drive, held a lecture on content marketing. We bring you the most important themes that introduced participants into the world of online content.
Digital communication channels are saturated with hyper-production of aggressive advertisements that have in recent years caused changes in the behavior of internet users. First, by that we mean the proliferation of ablocking, that has forced advertisers to create new interesting content, that are not necessarily branded. Content marketing is not new, but as a result of these changes it began to develop rapidly in increasingly innovative formats, and allows the promotion of the brand in an unobtrusive manner, without straining the user.
Content marketing has a clear goal of raising brand visibility, and its ultimate goal is certainly boost of sales.
Content marketing is a strategic marketing approach focused on the creation and distribution of useful and relevant content that can be in the form of an article, blog post, video, case study, e-book, infographics, presentations, newsletters, social media activations, reports, etc. For this, the selection of the channel by which we communicate depends on the content we are promoting and the target group we are addressing.
In recent years we have witnessed an increase in the number of internet users in Serbia, where more than 76 percent of them own a smartphone. With increasing use of smartphones, access to internet and information has become even easier. In Serbia, more than 60 percent of searches that result in purchase start online. Online users are focused on the content. In the online world, they are not looking for copies of offline world, but new executions, new insights and more interaction. If we manage to attract them with entertaining content, consumers will not regret setting aside even a greater amount of their time for it than usual.
Content marketing combines different content and places it into four categories: entertainment, inspiration, education and call to action content ie. content that invites users to a specific action. Ideally, it often requires the willingness of brands to adapt to changes, as content marketing primarily “sells” an idea, a story, which correlates with the values of the brand, rather than the products.
Today it’s necessary to create content that will be adjusted to each of digital channels. We need to tell users something new, different, and to go a step further.
At a time when it’s important to recognize certain moments in order to win the attention of consumers, the video has stood out as the best means. Video content attracts consumers, mostly on their mobile phones. The users watch online video because they want to be entertained, they want to see and learn something new.
So, the message must be tailored to the ‘medium’ and be fresh in content. Only that way, in a variety of content, can we attract and retain the attention of the user. In this regard, the recommendation is to create content that matches the characteristics of individual media channels, rather than to adapt solutions for all communication channels.
More specifically, the best content for boosting brand image and interest of the intended audience for it are blog posts, landing pages, video content and gamification of content (creating atypical and dynamic environment, typical for a game). Content marketing should be part of the online strategy of a brand, as part of integrated communications, and is primarily based on the existence of own website.
Good content always carries a story, it draws and animates your audience, and with quality and relevance enables brands to position themselves in the eyes of potential and existing customers as experts, leaders in their fields. Our story and idea need to impress customers, and then we need to make a step further by offering them service, quality or innovation.