Communications pros can be quick to declare the death of fields and approaches.
With the rise of digital media, marketing and PR were declared ‘dead’ on more than one occasion. Over the last decade, new technologies and communication processes have forced us to let go of traditional strategies and tactics in favor of increasingly interactive, customer-focused communication. As such, our efforts have evolved substantially, but the fields of marketing and PR remain intact.
Content marketing has emerged as an effective way to connect with our stakeholders using relevant and valuable content to drive traffic and sales. PR and marketing training sites have been abuzz identifying the best content marketing strategies, and organizations have created new positions or hired external consultants to address the growing need for good content
And yet, people are already starting to predict the demise of content marketing. That didn’t take long.
Here are a few reasons why content marketing is here for the long haul:
Content marketing has actually been around for ages. It may not have had a label, but people have been using content to elicit a call to action for years. Recently, we’ve had to step up our game to make it more interesting, funny, surprising or solution-oriented. This is largely due to the fact that audiences are inundated with so many messages – there is a greater need for content to stand out.
Good storytelling will always be important. People are always looking for good stories, funny photographs, interesting videos, etc. Whether you are a fashion company, a tech firm or a local business, your stories can make you more relatable to your followers.
Content is at the heart of social media. Your social media engine won’t run without good content. It gives your audience something to talk about and share with their networks.
The end objectives remain the same. In the end, you want people to feel connected to your brand or organization in a way that will stimulate them to choose you and share their positive experience with other people.
It’s audience-focused. If done right, content marketing is centered around your audience. They will always need information to make decisions, whether it’s buying a car, deciding where to go for dinner or choosing a charity to volunteer for. Engaging content that is focused on the needs and preferences of your target audience will help your brand thrive.
Content marketing is not a medium. VHS may no longer be around, but people still want to watch movies. You may not get the newspaper delivered to your door, but you are still check out the daily news on your smartphone. Technologies may disappear, but audiences’ thirst for stimulating information about products and services will not.
Evolution is natural. I think we need to stop predicting the ‘death’ of fields and processes. They are not extinct, just continuously evolving and taking on taking on different forms which may require new strategies and skill sets. This may be a less dramatic way of looking at things that makes for less sexy headlines, but it’s more realistic.
Content marketing is here to stay. So let’s keep doing our research, learning about our audiences, and re-inventing ourselves with the new technologies, tools and tactics that become available to us.