Andrea puts her knack for storytelling to use every day, bringing our clients’ stories to life via her leadership of our public relations, social media and...
Content Marketing: The Moment of Truth
In any industry, companies that prosper are those that are always putting their focus on what’s next, not just what’s now.
For example, when trains were the main form of transportation, railroad companies popped up everywhere, and most did quite well. But the smart companies knew that even though they might have been great at trains at the moment, other transportation options could possibly replace railroads in the future.
Success is when you embrace change and don’t be just a railroad company but evolve into a broader transportation company.
Similar advice applies to advertising, marketing and public relations agencies. Strong companies embrace the changing ways audiences get and perceive information and are willing to expand their expertise and toolbox of tactics.
Case in Point: Content Marketing
Back in the day, audiences would see a TV ad and then, when they went to a store, would recognize the brand and possibly make a purchase. Those three to seven seconds of in-store shopper consideration are known as the “first moment of truth,” or FMOT, within the advertising industry. Did the advertising pay off with a purchase or not?
The Internet has changed this scenario by allowing shoppers to easily conduct additional research prior to purchase, especially for products and services. This comes after the TV spot/billboard, etc., (the stimulus) and before the purchase (FMOT). The online research phase is termed the “Zero Moment of Truth,” or ZMOT. Brands now need to continue educating their audiences to get them to trust them earlier in the purchasing cycle. No longer can they just sell them products or services. Companies also have to give consumers in-depth and informed information.
With more research and education occurring, brands are taking the initiative to provide educational content to their audiences through blogs, guest blogs, testimonials, videos, case studies, infographics and more.
The goal here is to educate, to provide your audiences with information that they will find useful – and that may or may not relate to your product or service. This shows that your brand cares about their interests, and it results in gaining trust. Eventually through constantly building this trust and engagement with your audience, you will create ambassadors who, when your products and/or services are needed, will immediately think of your brand.
The process is similar to political education campaigns that aim to inform and create awareness before an election. Content marketing relies on many of the same tactics, although most efforts are mainly online. Any B2C and B2B company, organization or institution can create a great content marketing campaign to help them achieve great results. But don’t expect results instantly. It takes time for audiences to trust brands. If done correctly, however, with a strategy in place, you not only get results but you create brand ambassadors.
Do you have a content marketing strategy in your organization or would like to hear more? I would be happy to talk with you. Contact me at firstname.lastname@example.org.