According to Google, 56% of widespread ads are never viewed and there is a 40% unlikelihood for a user to click on a banner (found through a CTR of 0.004%). With this bleak horizon for advertisers, the surfacing of newer large, invasive and intrusive formats has consequently only managed to worsen the situation: A flock of European users have joined the ad blocking phenomenon, amounting to the less than considerable figure of 35%.
Amidst this background photo, quality content takes a fairly significant dimension to attracting users. Now that consumer habits have changed completely, experts are advocating an advertising model that centers on the user (although it is clear that content marketing is not advertising). Remember that users are 20% more likely to have a ´pull´ rather than a ´push´ reaction towards an ad, and so towards the necessity for the user to know where it stands, is where content marketing (though yet still emerging), is established. But the question is…do we really have a clear concept about content marketing and know for sure what it is and what it is not?
Content Marketing Is Not What It Seems
So far, our conception of content marketing in general is that of a post on a blog, a detailed article which disengages the bowels of content through computer graphics, video(s), podcast(s), and many other media formats…But, if this is the view you had of this ´cautious´ marketing concept, it is already far cry from reality as it truly goes further beyond! The content itself adds prime value to the target audience of the product or service to sell, it is intended to spark interest in users and hence create customers for that product or service.
What Content Marketing IS, and What Is It NOT
Apart from disseminating content through videos, infographics, podcasts, posts or social networks, the world of e-commerce is where more confusion is created when identifying content marketing. With these examples we saw in eShow Madrid 2016 you will surely have a clearer view of what is included (and excluded) in this classification:
- Product pages: Prior we may think that showing a product on the website of a brand or company does not provide content that is of value, but as long as we develop a detailed information about it and show the benefits or advantages that can aid to generate acquisition, we already have a perfect case of content marketing at hand.
- Rates: Although it may seem the content is too commercial, if the webpage establishes the differences between the rates of the brand itself and also between competing brands, we are providing valuable content to visitors and therefore as such, content marketing is presented.
- Redirect to an ´app store´: If the link to the ´app store´ comes with a detailed explanation of the content in parallel appearance, further value is also added.
- Expanding a press release: A press release that provides a detailed explanation of an event, event news and even a product through an infomercial. Therefore, does it meet the basic characteristics of content marketing? Yes!
- A videogame: It is entertainment, but it is also content that makes an appearance by the many sponsors of the videogame.
Knowing now what content marketing really is and what e-commerce concerns, it may be easier to identify in other cases, but the line separating the two sides is very thin, and thus can still continue to create confusion. In this sense, if it is a product page as we have seen, will there be a selection of products? The next question: Do you offer comparisons with other products? Is there any detailed explanation thereof? Do you provide some extra information regarding? If the answers to these questions are negative, then clearly content marketing is void, neither it is a registration page.
The conclusion we can draw is that content marketing adds value to the target audience of the brand as it is a content that focuses on targeted interests, so any format it which it is disseminated is valid as long as they comply with a number of features (product description, details, benefits, comparisons to competition, etc.)
After this, has your concept of content marketing changed?
Source: Advertising Age