Digitalization of content marketing
Sharing content is a way of storytelling and if we consider content marketing as a storytelling method to link the seller or service provider directly to the customers this is not a new approach in marketing.
Origins of Content Marketing
The rise of content marketing can lead back to 1732 when Ben Franklin published the first edition of Poor Richard’s Almanack and went on to publish for 25 years. He created content that people wanted to read to market his printing business. The content attracted a high number of readers, which was good because he was able to influence people and public opinion while he was increasing his printing business.
Content marketing for women
Procter & Gamble is a pioneer in content marketing. In the 1930s the company created the conception of soap operas by producing radio content for women. The company used the broadcasting to support and advertise their own brands like Duz and Oxydol. Later, other household brands followed them (e.g. Colgate-Palmolive) and stayed with the shows when they moved to television. Procter & Gamble did a very good job, once they built a fan base of adult women, they were then able to spread their marketing messages into the entertaining content and they reached the audience that was fully engaged.
Content marketing on a website
In the late 1990s the Internet changed the game. Plenty of websites came to life, and a new era of content marketing has been born. Companies started to invade the online space and began cooperation with website development companies. In the digital revolution few key mediums and networks played a special role in the importance of content marketing. Websites became the virtual shop window of companies. People don’t have to leave their homes anymore to meet with brands, buy products on ecommerce websites or communicate with companies.
Blogs were the first online content creations. The first blog was created in 1994.At the beginning blogs were used as a personal online diary and later companies took over blogs as a forum in order to engage the audience and increase brand awareness. Blogs became the first widely used tool of content marketing because it is longer than a social media post and allowed more personalization than a website.
In 2003 Mark Zuckerberg created Facebook and it completely changed the game. This platform is the most popular social media network worldwide. There are loads of business pages on Facebook because this is an excellent channel for B2C marketing. Facebook allowed an immediate 2-sided communication between brands/companies and the customers.
Facebook has been followed by many other social media sites built up for different customer segments. For instance, LindkedIn was created for career-minded professionals, Twitter was founded as a texting platform, Instagram was built around photos and Youtube has been founded as a video-sharing website.
A good use of social media marketing can bring you additional revenue and clients and improve the engagement with your existing customers.
Lessons from the history of content marketing
It is said that history repeats itself. It is true for content marketing too. Companies can benefit from analyzing the history of content marketing because there are some valuable lessons to be learnt from its patterns and trends.
- First, it is very important to know your target audience. Getting to know them better helps to choose the channel and the type of content they are truly interested in. For example, Procter & Gamble effectively targeted housewives. They knew exactly where and when to reach them and how to engage them by creating proper content.
- Second, brands have to constantly improve the effectiveness and efficiency of the content strategy. This means that it has to be adapted not only for the audience but for the requirements of each channel of communication which is changing from time to time because of the technological innovations.
- Third, the brand has to focus on quality over quantity. Spreading content on fewer channels focusing on the audience can be more effective.
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