How Content Boost Product Marketing ?by David Jones Digital Marketor
Product marketing can be easy; You present your shiny new item and if the audience likes it, they will buy it. This traditional sales pitch approach can be incredibly short-term and have little impact on customer conversions. What if there was more to captivate the prospect while building customer relationships instead of just having the features and specifications in front of you? What if there was a narrative that depicts the when, how, and why of the products on display so that they can reach the appropriate target audience? This is where content marketing comes into play. Successful product campaigns align all content with product marketing. In the anticipated debate between product marketing and content marketing, let's understand how content marketing is an integral part of the marketing process of a product.
What is content marketing?
Forbes defines content marketing as "a marketing technique for creating and distributing valuable, relevant, and consistent content to attract and attract a well-defined audience - with the goal of driving profitable customer action."
As opposed to the outdated approaches to using sales support materials, content marketing is a sales promotion tool that you can use to build context around the product. Effective content marketing highlights the problems that the target audience is facing, an effective solution to those problems, and most importantly, the brand that stands behind them. Ideally, B2B marketers should have a content and product marketing strategy that goes far beyond a product launch. It should be a brand awareness activity that explains the product in a true way.
According to a survey, 63% of content marketing buyers say that people would rate a brand more positively if they gave them more valuable, interesting, or relevant content. In short, high quality content that serves both new and existing customers.
Below are some examples of B2B content marketing for a product or service that can give you an idea of how to get more content-driven sales.
- Extensive blog posts
- Product tutorials
- Personalized email campaigns
- Social media competitions
- Targeted ads
Let's take a look at how two big brands used different content marketing channels to market their respective product campaigns.
Through its strategic global sponsorship and partnership with adventurous and sport-related opportunities, Redbull has solidified the content of its buyer personality and used the well-known "It gives you wings" slogan to convey the message that it is more than just an energy drink. It's the fuel that keeps your mind and body going. This is a great example of how constant and creatively directed valuable content can thrive a product marketing strategy.
When done right, digital content ideas enable content-driven sales.
Take GoPro, for example: the market leader for action and lifestyle cameras. The modern world is now moving more towards visual content, and Cisco is even reporting predictions indicating that 84% of Internet traffic will be video by 2020. GoPro used this information to focus its product on high quality visual content and products. This content product marketing strategy had a hugely successful and compositional effect, with consumers creating written content for them with their products. People bought GoPros and posted adventure vlogs that attracted even more people to buy their cameras. This ripple effect was possible when they merged their content and product marketing strategies. In a way, this can be called the best content marketing for a product.
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Created on Feb 17th 2021 04:05. Viewed 96 times.
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