Last year, Onet’s VoD.pl site featured Katarzyna Janowska’s “Force des femmes” series, in which the journalist spoke with famous women about their life experiences. This program was created in cooperation with the Vichy cosmetics brand, belonging to the L’Oreal Polska company.
The brand name appeared on the board at the beginning and end of each episode. Importantly, the title of the program also referred to Vichy’s advertising activities, which the brand implemented last year under the slogan “Know the source of your strength”. The series was so popular with viewers that it became a permanent part of VoD.pl.
This is one of the examples of the use of content marketing. It means create and publish attractive and useful content that will interest a strictly defined audience. Unlike traditional advertising message-based forms of business, content marketing is all about building long-term relationships with the recipient. And also for his commitment
Internet content marketing can take the form of, for example:
- to guide
Primary The task of this content is to provide Internet users (recipients) with reliable and desired information relating to a specific company. Both the business and the reader (who is, after all, a potential customer) stand to benefit from these activities.
Content marketing is also related to the concept of viral marketing. These, in turn, are activities aimed at building brand awareness by attracting recipients. to share information independently with your friends or family. They are often implemented through forums and social media, such as Facebook, Twitter or YouTube, and with the use of blogs.
Content marketing content must meet many conditions in order to achieve the goals set by the marketer. They must be, among other things:
- published regularly
- useful and life-saving
- reliable and authentic
- suitable quality
- have a strong title
- contain videos, graphics or interactive elements
It should be emphasized that the visual appeal of content created for content marketing purposes is very important. Two examples are worth mentioning here. Industry blog Kissmetrics reports that good graphics in news increase views by 94%. On the other hand, Buffer’s website has information that users are 40 times more likely to share documents with images.
The task of content marketing is also to create the basis for the best possible visibility of the content in the Google search engine.
Content marketing is very popular these days. But it’s not always effective
Due to the high expectations of recipients, creating content that would bring the expected results for a marketer remains a problem for many companies. According to data from consulting firm Demand Metric, activities related to content creation around brands are already 90% complete. tradespeople.
According to the published in September last year Beckon research, the content marketing market has recently grown by 300%. The same report shows that although almost all brands have tried such activities, only 5%. of these activities involved 90%. user involvement. The rest passes without too much echo and without effect. This means that while anyone can be a content creator, only the combination of the right quality materials and their effective distribution yield satisfying results for the marketer.
We will talk about how to conduct good content marketing related activities during Impact Day #Contentmarketing conference, which will take place on March 15 of this year. in Warsaw.
More information about the conference at www.impactday.pl.
Tickets can be purchased at impactday.evenea.pl.