How Has Content Marketing Evolved Over The Years?
Article by Tejas Nair
Sometime around 2005, the saying ‘Content is King’ started getting a lot of traction. Before that, the scenario of the internet wasn’t like it today. However, this phrase has gotten justice in the truest of sense only recently.
The internet, as it today, took a while in the making. While it had started connecting people from around the world with social networking sites and more, the ‘Internet of Things’ needed time to fully show people what it was capable of.
Today, there is internet in everything. People just connect to Wi-Fi and there you have it. They can do just about anything. In fact, a popular television series called ‘Sherlock’ aired an episode where Professor Moriarty actually robs a bank using an iPhone app. While we might think it is far-fetched, we’ve also come across various manifestations of such crimes that are entirely based on using the internet in a clever way.
Today more and more people are using the internet to consume different types of content. Conventional means of entertainment are slowly being pushed to the background. There is YouTube and Facebook and many other such platforms that have become very influencing in our daily lives.
In fact, it wouldn’t be too wrong to say that there are some YouTube and Instagram influencers who have a higher following than film stars. This is a direct representation of how many people today are regularly consuming content over various platforms on the internet.
Of course, wherever there is a smart businessman and a good marketing team, they will find new and innovative ways to sell their ideas and products. This is why different forms of content marketing have evolved. Since the user base of multiple internet based platforms is so high, more and more entrepreneurs are using the digital platform to reach out to their target audience quickly and effectively.
Getting Tangible Results in Content Marketing
Content marketing is a seamless way to be able to track your activities and get an actual idea of how your strategy is working. You can see reports, analyse data, find out what people are liking, what they aren’t and ensure that you can plan in such a way that your business can grow in the best possible way.
When content marketing was in its green and salad days, this was the biggest driving factor for most people. You would no longer have to stick to conventional marketing patterns for fear of the new. You could actually see what works and what doesn’t to form your own digital marketing strategy.
What Forms the Basis of Content Marketing?
Over 198 MILLION people use ad blockers in one form or another. This means billions of dollars lost. The whole objective of content marketing is to make sure that you can incorporate content of such quality that it can organically drive traffic to your site and increase your sales.
The thing about audiences is that they have learnt to consume intelligent content. They will not just take your ad because it’s coming on their feed. They will skip it. While YouTube can continue finding ways to not allow us to Skip Ads, people will continue to find alternate ways to avoid it anyway.
Today, content has become the basis of everything can be sold to people. Gone are the days when keyword laden blogs would be business as usual. Today is the time for boilerplate content loaded with facts and material that can be of actual use to people.
What do top Digital Marketing Professionals Say?
According to the top brass of the digital marketing space, the word marketing will slowly become obsolete because any form of branding will ultimately be dependent on high quality content. Experts from Eight Petals indicate that the reason why content marketing works, is because humans are hardwired to accept stories much better than didactic preaching.
We don’t want to be told that so and so product is great and so we should buy it. Instead, we’d like to be shown how that product made a difference in someone’s life so that we are motivated to use it. The game of demand and supply too has undergone a massive change owing to this.
People have come to realise that with good content, you can generate a demand which can thereafter be provided for with an adequate supply. Content marketers have producing billboards and advertisements that aim at the masses and started focussing on jus their target segment.
Polar Content Marketing Strategies
This new wave of content marketing has even led to polar content. This means that a lot of content that is becoming available these days is extremely polar. Some will definitely love it. But there is definitely going to hate it.
This love and hate dynamic generates a lot of searches and creates a massive amount of interest among the audiences. More and more people want to talk about it, search about it and discuss it. In any case, the brand is successful in making their presence in the market. While we don’t advocate such strategies, but there if a brand wants to be associated with a particular set of ideologies, this is the best way to do it.
Overall Growth of Content Marketing
From being partially recognised as a valuable strategy by a few clever entrepreneurs, Content Marketing has today taken the centre stage when it comes to the digital world. Whether it is in the form of videos or in the form of high quality blogs and articles that provide valuable and original information to the readers, it has truly become the nucleus of innovation.
People are continuously trying to come up with innovative and creative ways of marketing their goods and services because that is what the people buy. There is absolutely no room for stupidity anymore. If you want to make sure that your brand is a recognisable one, you cannot wait on the side-line sharing good content and re-tweeting important things. You have to take the reins in your hands and start pumping out material that truly matters.