Content marketing should tell consumers a story

by Stratton Craig

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Over a relatively short period of time, content marketing has evolved from a marginal marketing activity to a major weapon for consumer engagement, already recognised as a powerful marketing tool by the majority of businesses. Moreover, its power is not likely to decline, at least not in the near future, as predictions are that over the next 12 months spending on content marketing is set to increase. The reason for this surge of content marketing is the fact that, if it is done properly, it inevitably yields good results.

One of the biggest advantages of content marketing is that it can work equally well across all available platforms. However, the wide range of media that consumers have access to can be both a blessing and a curse, according to Patrick Fuller, CEO of the Content Marketing Association, writing for Business 2 Community.

Trying to reach both existing and new customers over different marketing channels can be hard for brands and can make the company's messages seem fragmented and have an adverse effect on the desired results. That is why creating a consistent strategy is essential for businesses but sometimes this is easier said than done, as content can sometimes develop a life of its own and get beyond the brand's control, Fuller explains.

He claims that in content marketing the strategy is simply the story or the plot that companies have to tell consumers. Without being part of a story, the content has no context and is unlikely to have an impact. Brands should also bear in mind that consumers are increasingly looking at brands as sources of fresh content, so delivering a good story can only be beneficial, he concludes.

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