Companies, in the current environment of uncertainty, need to reach their potential audience in all possible ways, in order to attract new customers and build customer loyalty. And in this sense, recent trends point to content marketing as one of the most powerful strategies to achieve this goal, but what guidelines should this practice follow to be successful?Personalized content. There are many tools to know the interests and tastes of a particular client, so it is only necessary to spend a little time in the search and development to meet the demand for unique and personalized products.Topics of interest. The contents should focus on topics of interest, current events... Topics that encourage the consumer to read before buying.
Once a person's attention has been caught, the subsequent process is much easier. Brands such as Rec-line have already implemented strategies linked to this point through, for example, solidarity campaigns in collaboration with different NGOs.The day-to-day. Until now, brands have focused almost exclusively on major events, such as the Olympic Games. However, trends indicate that the everyday will play a key role in content marketing.More elaborate messages. It has been shown that the profile of Internet users has changed a lot in recent times.
Companies must target the most prepared and mature, those who tolerate (and even appreciate) longer videos and messages with substantial content and emotional impact.Technology and social networks. Any advance, also in the field of content marketing, must rely on technology and social networks, tools that offer countless advantages when it comes to disseminating messages, attracting new customers and relating to them.Importance of the receiver. Communication is no longer a one-way process, but the customer must have a specific weight in the creation of content related to the firm. By involving them in the project, they will feel personally involved, which will favour the consumer relationship. All these points mark strategies that have already begun to be implemented and which will undoubtedly mark the immediate future of leading companies in all sectors.
The final objective is to capture the consumer's interest by differentiating oneself from the competition.