Give the People What They Want: Content Marketing

As technology evolves, companies have access to improved tools and data. It can be utilized to help a company make the best business decisions possible. Most companies are aware of the importance of strong branding and communicating effectively with their consumers. Technology and data permit companies to roll out powerful content marketing strategies to improve customer experiences online and strengthen their branding.

Content marketing allows marketers and businesses to give customers personalized experiences that meet their needs. It also supports what should be every business’s primary business objective: solidify and strengthen branding. A company cannot truly succeed and flourish without having all parts of its marketing functions ladder up to a strong, consistent brand image. To further gain insight on this, I reached out to several marketing leaders well-versed in the power of effective content marketing:


Michael Sotelo, VP of Digital Content and Experience at Alma Advertising

Content marketing is part of a bigger discussion. Anything we hear, read and see can be considered content. Content (with a capital “C” – the one that used to be called KING) allows for advertising to feel more native and more organic. It allows for a brand to connect with the consumer, while the consumer has the opportunity to connect with the brand. Traditionally, advertising was a one-way street. The brand would be yelling and driving their message down on the consumer. I see content today as something that allows for a richer experience between brand and consumer. The reason why this is possible is that we are able to be hyper-personal with messaging today. Technology has allowed us to know more than ever about the person(s) our message is trying to reach. This is what makes it stand-out from traditional forms of advertising such as TV, print, out-of-home, and terrestrial radio.

Today’s message can have one core message that can then be personalized to fit multiple different targets. You can say, “I’m lov’in it” to everyone, but have the opportunity to make it relevant to multiple targets. Young, old, man, woman, white, black. These are just scraping the surface though. What if you were able to talk to a young, black man who has an interest in basketball and specifically loves the Knicks???? Imagine what you could say to him vs. just any other young black man. Today’s content allows you to make your message personal. If done correctly, this will make any brand stand out and build a brand that consumers feel “they get me”.

Rafael Soltero, International Business Consultant and Sales and Entrepreneurship Expert

Content is the heart of marketing. With no content, consumers will have a hard time understanding the value of a brand. It becomes just a symbol with no meaning. It is the content that energizes the message.

Camille Vogl, Digital Marketer and Customer Experience Specialist at ADT

When operating in the technical industry, content marketing is probably the main way I have helped to gain clientele. Since tech is well, complex, it was important to make sure that I was tailoring the content to not only answer the questions of potential clients but making it easy to understand. If you know that your customer is more of a decision-maker rather than a technical worker, then your content should come from a business perspective and delivered succinctly. Although search algorithms are important when taking content marketing into account, I would say it’s more important to understand the mind of your audience and getting on their level, so that they trust your brand, and eventually, buy from it.

Dr. William Humphrey, Digital Marketing and Marketing Research Leader

If we approach content marketing in a way that is channel agnostic and allows us to use a single voice for the brand across all touchpoints, this truly supports the underlying goals of fueling customer journeys with integrated marketing communications tactics. That single voice for the brand provides consistency in tone and message, which is critical for persuasion. Technology allows us better opportunities to reach this goal today, but marketers must be willing to embrace sometimes uncomfortable change.

Jazmine Batista, Customer Experience and Social Media Marketing Specialist

Content marketing can help by growing the target market. Brands need to be consistently creating and engaging with consumers, on the brand website and social media accounts. This can keep brands a step ahead of their competitors. By always having the websites with update information can increase traffic, and most importantly can cause an increase in sales and revenue. Content marketing is a great way to educate the consumers on the product or service the brand is promoting and can increase brand identity. At my current position, it’s important to maintain an exceptional level of customer satisfaction and customer service, which dictates our content marketing. For example, we always include the customers in our social media channels, meaning we engage with them through comments, DM, and reposting them on our stories and consumer testimonials. We are always posting promotional videos on our websites, so potential consumers can get inspired and come to try our service for free.

Carla Peña, Photographer and Content Creator 

As a photographer, I help content come to life. With content marketing, consistency is key to strengthen a brand. That goes beyond the posting schedule: it’s about the quality of the images, the subject matter and even the filers and aesthetic. It’s important because it’s a great chance to amplify your brand through visuals. 


Why do they want content marketing?

Content marketing is how to ultimately support your brand’s strategy. Rafael brought up a very great point about how consumers will struggle to understand the value of a brand without content. As Michael said, content marketing allows for uniquely personalized experiences for consumers. And like Camille and Jazmine divulged, content marketing can be critical for particular industries that require information to be broken down for consumers. Those unique messages must be appealing to consumers, and Carla’s tips for visuals can help do that. Content marketing must leverage the brand’s image and make it relevant and interesting to consumers.

The customers of 2019 are very different from those in previous decades. They have access to so much information. They know exactly how your product or service works and already tried the improved better version of it from competitors. They know who your competitors are, even the obscure ones you have not come across yet, and are not afraid to go to them again and again. Don’t be surprised if they know more about your company than your employees do. For the first time in a long time, consumers have the power, and they fearlessly yield it. They expect better services and products and are not afraid to demand it. Companies must listen to these demands and find ways to comply while still meeting their business objectives. It’s a consumer’s world; businesses are just living in it.

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