Content Marketing In The Digital Era – Since the emergence of online sales trends, some people have slowly abandoned traditional buying and selling activities. Currently, business people can take full advantage of the presence of technology in marketing their products. One of them is social media which is now used in various situations, including shopping.
Content Marketing In The Digital Era
elcontentcurator – Instagram has become a place for business people to implement their digital marketing strategies. As we all know, Instagram is one of the most widely used media today. Content marketing using Instagram
This situation provides an opportunity to develop a marketing strategy that uses digital media to reach the public’s attention more quickly. This is called content marketing. In its application, content marketing is a marketing activity that uses content as the main element of promotion to increase product awareness and attract potential buyers.
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Good content marketing has unique characteristics that are tailored to your target market and also has a brand identity to help your content reach the relevant market. In addition, by utilizing unique content marketing, you can differentiate your brand from other brands, increase customer awareness, and position your brand as the first in the product list.
The theory of quality content marketing states that quality content marketing has seven components: relevance, information content, credibility, value, uniqueness, emotion, and intelligence. By using content that includes these elements as material, you can differentiate your content from others and increase its “marketability,” allowing you to create a content marketing strategy that increases brand awareness.
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Brand awareness is the ability of potential buyers to remember or know a brand that is included in a particular product category. Brand awareness can also be the key to brand equity, or the key to entering other elements of a product.
Especially now, brand recognition is very important for brands because they can differentiate their products from competing brands. Therefore, many brands are competing to develop their own different content marketing strategies and create features that are easy for potential consumers to remember.
Currently, local shoe brands such as Aerostreet and Geoff Max are implementing this marketing strategy on a large scale, enthusiastically uploading marketing content to Instagram in the form of stories, photos, and videos. The content uploaded also has its own nature and contains certain elements.
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Content Marketing Relevance
Content marketing elements applied
1. Relevance of content to target market (relevance)
When implementing a marketing strategy, the content used to promote your product must be tailored to your target market. Content that is relevant to your audience will help you meet their needs.
For example, Aero Street has released a product called the Tactical Series. These shoes are perfect for those of you who like outdoor activities. Geoff Max also has a shoe design that is perfect for skateboarders, people who like extreme sports, or people with a street style or old-school taste.
2. Informational content (useful content)
Brands can provide information about their products through content. The main function of content when implementing a marketing strategy is to provide an information forum for the audience to learn more about your brand.
Information about products can be found in various ways, including product reviews. Many brands are trying to get more users to interact with each other and sign up for more reviews. Both Aerostreet and Geoff Max posts feature reviews from buyers through the comments section. See also: Umsida introduces young entrepreneurs and motivates students to become online entrepreneurs
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Similar to netizens who complained that Aero Street stickers are easy to peel off and wear hot shoes, Jeff Max also complained that the color fades easily. Some of these reviews provide new information and encourage potential buyers of the brand to reconsider the quality of the brand.
3. Content has value
Your content will get more attention if it arouses interest and has value in educating your audience. In addition to collaborating and promoting products, Geoff Max also includes messages in his content marketing.
The slogan “This is Not That” means that when working together, both parties do not want the product to be the same. This symbol is different from the (â) sign on the side of the product, and is used to explain that each region has its own characteristics and characteristics that are different from other brands.
4. Make unique content (Unique)
Both brands choose cross-promotion in their marketing strategy. Cross-promotion is a brand collaboration with other brands and is not so linear. By implementing this element, you can not only reach your own internal target market, but also the target market of the brands you partner with.
This application may be a trademark of a brand. For example, Aerostreet has been implementing this for a long time. He collaborates with brands that are very different from his, including cakes, bottled water, and influencers. 5. Content that can capture the emotions of the audience (Emotion)
content marketing
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Content that can appeal to your audience’s emotions (positive or negative) is more attractive to customers than neutral content. For example, content that contains gimmicks, humor, or controversy. 6. Viewers can trust the content (trustworthy)
To achieve the market share you want, your content must include something that the public can trust. These two brands are the best-selling local brands on the market. This is one of the effects of implementing content marketing and is the result of being recommended by others through reviews and testimonials.
In addition, these two brands also often carry out marketing strategies by collaborating with prominent figures to promote their products so that they can reach a wider target market. The selected Brand Ambassador is also adjusted to the product being promoted. The suitability between the brand and the selected Brand Ambassador provides consumer confidence that the celebrity will not only be paid to be a Brand Ambassador, but will also use the company’s products. Consistency in content production is also a determining factor in whether a brand is trustworthy. Therefore, the marketing content presented continues to follow trends.
