Content Marketing in A Digital Era

The meaning behind content marketing has changed to accommodate for the changes in the way we consumer marketing. Gone of the days where content marketing was simply about creating and distributing valuable, relevant, and consistent content to attract and acquire a clearly defined audience. In today’s day and age, content marketing plays a much larger, much more important role.

The growth of the digital era has meant different things to different businesses. For some, the switch has meant drastic changes to their business model. For others, who had previously spent time investing into digital technology, much less invasive measures were put into action. However, a mutual conclusion can be met between the two; the rise in the digital era has meant a greater reliance on digital technology and means of communication.

 
The catalyst for this change was the COVID-19 pandemic. From e-commerce to studying online, we all had to find a new way to adapt. This has led to a change in behaviour and patterns, and despite the pandemic coming to an end, are likely to be deep-rooted.

So how does content marketing come into all of this? It all starts with the way we consumer marketing. There is no longer a reliance on traditional forms of marketing. Billboards and print advertising are no longer as effective as they used to be. There is now a much heavier reliance on digital marketing and marketers need to accommodate this change. There are now new values and strategies to be aware of when it comes to planning campaigns, and certain news ways of approaching traditional marketing. Here are our tips:

Understand Who Your Audience Is

Taking the time to dive deep into audience analysis can make the world of difference. We are spending more time on our devices than ever before, and as the digital era continues to grow, we need to know exactly how to cater to an online audience.

Now you may be thinking to yourself, “I already know who my audience is”. It’s no longer enough to just understand who your audience is. In the world of digital technology, it’s about putting yourself in your consumers shoes. Understand their major problems, not just their needs. There is a whole new world of problems when it comes to the digital era, and chances are your marketing strategy isn’t equipped to cater to them. Spend the time and money to know your consumers and their problems inside and out and find ways to their lives better.

Review and Revitalise

Now is the perfect time to revaluate. There are likely aspects of your marketing strategy that are not transferable to the digital world. Take the time to review and understand what features of your marketing strategy no longer serve you.

If you were hesitant in the past to jump into the digital world, there is no time like the present. With two thirds of Australian’s are still working from home, people are heavily reliant on digital technology. This is your opportunity to make the most of what digital technology has to offer your business. Making the decision to jump on the digital bandwagon is a no brainer at this point. Understand what aspects of your strategy can be made digital, and jump in.

Be Adaptable

As we watched the COVID-19 pandemic our view of the digital world overnight, it’s likely that there will be other instances that will too. It’s important to remember to be open to change when it comes to your marketing viewpoint. The needs of your audience will likely change as the world changes and being willing to adapt for your audience will help keep your customer loyal.

Creating brand loyalty isn’t just about offering your customers exactly what they want, it’s also about the experience they have with you and your business. Being willing and open to giving your customers the best experience possible will give you the opportunity to create a tight bond with your customers.

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