Content Marketing is currently used to communicate different messages in different circumstances for the benefit of companies or even individuals. It changes as time goes by, and that is to say, it is an evolutionary process that depends on the circumstances of people and companies.
The information is about products, services, places, food, diseases, nutrition, and fashion, among others. To know how to guide people towards a goal, whether it is the purchase of products, visits to places, etc., there must be a strategy behind it. That strategy comes from Content Marketing.
In this blog, we will see topics such as:
Why is it important?
The original item we must consider is the importance of Content Marketing today. This is in charge of making businesses grow through advertising since it makes them known in one way or another, in addition to touching on issues that have to do with these companies to attract people. It uses creative strategies which attract the attention of users, and also, this makes the message reaches concretely captured and memorable. In addition, it makes known places, gastronomy, and even new information for many people.
Definition of Content Marketing
Content Marketing is a different strategy that focuses on creating videos, images, photographs, infographics, e-books, podcasts, and social media posts. These must have relevant topics and arguments to information about companies, people, and brands. Who is responsible for carrying out this strategy is the Content Manager. This creates a calendar where the information to be provided, how it will be transmitted, and the medium, for example, on Instagram, a video about the typical food of Central American countries for a tourism company. In this example, the company benefits by attracting people interested in the topic. People who are interested in the topic also help, they are informed, and as a result, there is a case that some of them purchase the services or buy packages to travel, and the company acquires income.
To comprehend this, you can read the article What is content marketing?
Content Marketing 10 years ago
Social networks have been an essential part of Content Marketing since they have marked a before and after. In the past, when there was only the Internet but did not use social networks, they functioned as communication or connection between people. When created on Facebook, photos with text began to be implemented to communicate, used gifs to give movement to the pages to interest the readers, and it did not go beyond that.
In 2010, Content Marketing focused on how people bought a product and why, so it began to create explanatory content on the use of objects, focusing on search engines such as Google.
Evolution
Once Facebook and other social networks were invented, content marketing changed since it was not focused on search engines, but on "passive" content since the information reaches people in the feed and they do not search for it. In addition, sharing information with friends made it easier to create a brand or company known.
All this led to eye-catching and creative content that could spread more easily through social networks.
Currently, Content Marketing is used organically (without paid advertising) and non-organic in a balanced way. People buy those products or visit those places using "influencers" or people with many followers who influence them by mentioning an object or brand, site or restaurant, etc.
Many people don't watch TV as they used to, don't listen to the radio for hours at a time, and even fewer people see advertising on the street. So Content Marketing, based on social networks, websites, and other digital elements, had to adapt to mobile devices.
A current example of Content Marketing is the case of Airbnb, which had a before and after change in content strategies.
>> Case study: Airbnb content marketing in a unicorn business <<
What will it look like in the next decade?
To understand this topic, we must first cover what Content Marketing is like in 2022 with blogging: Trends to Follow in Content Marketing: 2022 Statistics. With this, we can base ourselves and explain how it will be in the next decade.
Currently, can see that social networks are the primary means of transmitting information between people, and videos are the way that captures more people because they are attractive.
As time goes by, the content will be much more customer-centric, giving the customer a fundamental level of importance, and it will also have to provide awareness about life, products, brands, etc. And, of course, it will keep being more and more eye-catching and interactive to capture people's attention as much as possible.
All this has and will continue to have the task of acquiring customer data for companies to obtain leads and thus generate strategies that will result in revenue.
Since becoming part of people's lives, content marketing has become a fundamental element for brands and commerce. With digitalization, it has adapted incredibly, so much so that it has become part of the regularity of individual's daily lives. It will continue to change and adapt constantly.