Use of Content Marketing for Image Makeover

Often branding through social media or digital branding can be a risk factor. Then the question arises, what kind of risk factors are there in digital branding? Imaging if someone tries to defame your brand through social media, imagine if your strategy goes wrong and it creates a negative buzz about your brand, then what do you do? Since social media is a platform where buzz can be jumped in a split second, then imaging if the buzz is negative. If you reach into a bag full of social media tools, you’ll find a tool known as content marketing. Smart marketers understand that traditional marketing is consistently less effective and that there has to be a better way.

As Doug Kessler rightly said, “Traditional marketing speaks to people. Content marketing speaks with them.” At its core, content marketing is the art of communicating with customers and prospects without selling. It’s non-stop marketing. Instead of presenting your products or services, you provide information that makes your buyer smarter. At the heart of this content strategy is the belief that if we as businesses deliver consistent, ongoing valuable information to our buyers, they will ultimately reward us with their business and loyalty. And they do. Content marketing is used by some of the largest marketing organizations in the world, including P&G, Microsoft, Cisco Systems and John Deere.

But why use content marketing for image editing? And is it that effective? Let’s take some examples whose digital strategy failed on social media. L’Oreal’s social media presence strategy took a huge hit when it was revealed that they created a fake blog. Pushing social media is always a bad idea, especially when it’s this blatant. It was an innocent mistake. The Red Cross social media specialist (who was an intern) intended to send this tweet from his personal Twitter profile – not the @Red Cross account. Like Dominos though, the Red Cross did a great job of owning up to the mistake, even poking fun at themselves in a later tweet. It was a big dud, but not a complete failure. Push marketing rarely works as a social media strategy. Instead of issuing a standard press release, use multiple social media channels to interact with your audience. This way your message is more likely to spread and get a change of image. Brand changes don’t just have to be in response to difficult circumstances. In fact, successful companies of all sizes should refresh their image regularly, says Allen Adamson, managing director of Landor Associates’ New York office and author of Brand Digital. An example of “Jack in the Box” damage control. Six months after food poisoning killed four “Jack in the Box” diners and sickened hundreds, sales were down 40%. Two years later, restructuring saved the company, whose turnover has tripled since 1995.

How to create a content strategy?

In a recent study by the Content Marketing Institute, 42 percent of B2B companies consider their content marketing investments to be effective, compared to 36 percent a year earlier.

• Define content marketing goals

• Measure your content marketing

• Define your audience

• Research audience needs

• Create a content implementation plan

• Create a plan for adding content

In order to make your content marketing more effective, it is essential that you have a documented content marketing strategy. According to Roper Public Affairs magazine, 80% of business decision-makers want to receive business information in a series of articles instead of an advertisement. 70% say content marketing makes them feel closer to the sponsoring company, while 60% say the company’s content helps them make better product decisions.

Content is essential to support loyal and trusting relationships between brands and consumers. 82% of consumers feel more positive about a company after reading customized content. And 90% of consumers find custom content useful. 61% of consumers say they feel better about themselves and are more likely to buy from a business that delivers personalized content. Content is the leading factor in brand engagement in social media and motivates consumers to take action. Interesting content is one of the main reasons people follow brands on social media. 60% of people are inspired to look for a product after reading its content.

These are some statistics about content marketing and how content marketing is used for branding. Content marketing can help an organization to be more proactive in meeting the needs of both consumers and businesses and to be more responsive to changes in behavior and emerging trends. With encouraging signs of growth in the industry and rising attitudes among marketing leaders, there’s never been a better time to let our owned media channels start working harder for our company with a strategic content marketing program. And at the end Bill Gates’ excellent quote “Content is the King”.

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