Content marketing: Opportunity to enhance brand reach

Today, billions of people are engaging themselves in various kinds of content, some of which are organically produced and shared, whereas some are shared as sponsored content.  Every piece of data/communication/message that is being shared in any format by a brand from podcasts to e-mailers, from visual content to webinars, from a presentation to blogging, from OOH to social media posts, comes under the umbrella of content marketing.

According to research on content marketing, plenty of merits have been found that suggest that content marketing holds the ‘Queen Pin’ in the marketing world. Paid ads may be the king, but marketing is incomplete without quality, relatable and strong content strategy. With content marketing, brands are not just attracting visitors for a stroll but to fulfil their search query and interest them into buying their product or service. Approximately 83% of B2B companies have found content marketing to be more effective than other tools.

1. Content marketing: An effective tool to enhance brand reach

Brands thrive to establish their identity; they thrive to create a tone and an image that represent what they stand for. Till a few years ago, a tagline was the only way to know the brand philosophy and trust them, but now the target audience needs more.

A relevant content marketing strategy helps attract and convert prospects into customers, and customers into repeat buyers. Research suggests that content marketing tools such as blogging, e-mailers, case studies, etc., enhance the brand reach up to 70%. Some tools are exquisite to generate in-bound marketing opportunity whereas some are able to grab eyeballs. But all tools improve a brand’s reach and help create a relationship with the target audience.     

2. Lucrative opportunity to engage audience from all age groups

For brands, any opportunity to meet and engage with its target audience is a lucrative opportunity, and content marketing gives a plethora of options to choose from. Brands employ a content marketing strategy that involves using various tools in various degrees depending on their product/service and social media ads are a great option to entice people of all age groups, especially the older generation as they have the resources to spend on a particular advertisement. Blogs and vlogs are quite famous among the millennials and gen-z, who watch and read every review and every piece of content about the product/service they are interested in before making a purchase. Also, paid ad content marketing sees a lot of engagement from various groups (depending on the product/service) as content creates organic traffic and paid enhances the reach.

3. The most powerful content marketing tool to reach the target audience

If we look at the content marketing tools, we understand that every tool plays a significant role in helping a brand reach a set of its target audience. People love content — short stories, branded content, social media content, blogs, and what not, and brands understand that and curate content specific to the audience.

For e.g., if we see brands like Furlenco or Pepperfry or Rent-o-mojo, they have left no stone unturned to reach out to the customer base that lives away from home in a new city. They understood that reaching out to this TG will be easier if they talk in their own language — which is through branded content and thus invested in OTT episodes such as ‘If parents behaved like us’ or ’90s vs now’ and more.

Hence, we can’t say which content marketing tool will get you sure-sure results but a combination of a few tools will get you what you may need.

4. What does 2020 hold for content marketing?

More of social media posts, info-graphics, podcasts, blogs, Google reviews, YouTube product review videos, vlogs and more of everything. As a marketing professional, I say that we must expect a lot from content marketing from 2020 as people are actively reading and watching tailor-made content. They are interested in watching new genres but they end up being influenced the most by content that is ‘me-specific’. This especially can be seen in the content produced by OTT (over-the-top) platforms such as HotStar, YouTube, Gaana, Spotify and more, who are constantly alluring consumers with the latest, off-beat and personalised recommendations and adding content that is present in their consumers’ must consumer content list.  

Also, we can expect brands to generate region-specific content for their consumers.

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