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Marketing, in its simplest form, is about building trust. So reading the following sentence, ask yourself – what is the likelihood that you the reader, will trust me the writer, if this is what I’m trying to “sell”.
Content marketing is a strategic approach to creating and distributing valuable, relevant and consistent content to attract and engage a well-defined audience to drive profitable customer action.
Come again?
Now read this sentence.
Content marketing is an effective way of targeting the audience you want, with the content they need to satisfy or address a pain point, in order to build trust with that audience.
It’s not difficult to notice the difference between the two paragraphs even though they communicate the same message. The first is clearly a textbook definition of the term ‘content marketing’, but the second illustrates an understanding of the underlying goal, and how to achieve that goal.
OK so we need to build trust, but why is this important? Because in 2023, content marketing will evolve.
You will no longer just be asked to decide which format to use to reach your audience, or consider the emergence of TikTok as an effective marketing platform. On top of knowing your customer inside-and-out, and tracking what your competitors and their marketing teams are doing, you also now need to know that an ever-increasing number of marketers are using artificial intelligence to increase productivity.
The real question now becomes – how do I build trust and maintain authenticity in a world where every piece of literature (this one included!), could have been written by AI?
By knowing your outcome.
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Developing a well-rounded and well-executed content marketing strategy is the single most important element of marketing, far more important than actually creating the content. You have to know and understand your target audience; you need to have a clear vision of what their pain points are; you must know what your ultimate outcome is; only then can you create different types of content to link their needs to your outcome.
So you’ve got your plan, and it’s a good one. Now what?
Now you can create content yourself, or you can leverage AI, or a marketer, or an agency to do the content creation for you. The clearer your vision, the better your final product will be. But it all starts with knowing your outcome.
It’s going to be an exciting year in the marketing universe. Every new challenge presents us with an opportunity to deliver a better service or product. But don’t let this maze of social platforms and technologies and apps and AI make you lose focus of what the real message is.
For us at Little Brother Media Productions, we like to keep it simple when it comes to marketing. Know your outcome, know your customer, then use all these amazing tools to connect the two.
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Hey, I’m Petri Kleynhans. I’m determined to make your business grow. Simply add your email below and let’s start the conversation.
About Petri Kleynhans
He is the founder and director of Little Brother Media Productions. He has been in the industry for more than 15 years, 11 of those in charge of this company. He cut his teeth as a freelance editor, producer and animator for high end clients like Carte Blanche, 50|50, Coca-Cola Africa, MTN and Momentum Health. He has a passion for improving lives and uncompromising on the quality of work Little Brother Media Production delivers.
Do you want
more traffic?
Hey, I’m Petri Kleynhans. I’m determined to make your business grow. Simply add your email below and let’s start the conversation.
