I’m sure you’ve seen the articles lately proclaiming that content is dead. Certainly, we’ve seen changes in how content is used for marketing purposes, from the keyword-stuffed articles and clickbait titles of the past to the vast array of options now available for reaching and educating consumers. Content is not dead, just different. Why else would 75% of marketers plan to increase their content marketing budget this year? More
Content is a huge piece of your marketing efforts – at least, it should be. The world won’t know what you’re about without content, whether you prefer blogs, social media posts, infographics, images, or video. This focus on content has resulted in many professionals using terms such as “content strategy” and “content marketing,” often interchangeably.
Consumer marketing trends are always evolving, especially as new technology becomes available. This year has been all about the influencer, but next year we’re likely to see some big changes surrounding augmented reality and artificial intelligence.
Take a look at the trends we expect to see in 2018. More
Created by Spin Sucks founder Gini Dietrich, PESO stands for Paid, Earned, Shared, and Owned media, and defines the different channels your business can use to reach customers with your content.
Paid Media: Includes anything paid for, such as sponsored posts, search engine advertising such as Google AdWords, Twitter or Facebook ads, and banner ads.
Owned Media: This is original content that you own and resides on your website and social media accounts, including blog posts, online videos, eBooks, shareable images, webinars, white papers, and podcasts. More
Market to Women through Content Marketing
You’ve heard about it. Content Marketing. By its simplest definition, Content Marketing is the creation and sharing of different types of media designed to create a relationship with your customers and build loyalty for your brand. What could be more perfect for reaching women?
Women, like any other consumers, want information about the products and services that we’re spending our hard-earned cash on. But we’ve pretty much turned a blind eye to traditional marketing — fast forwarding through TV commercials, ignoring magazine ads, and hitting the “X” on banner ads. Great content, whether it is a blog post, infographic or video is perfect for giving us the information we need when making purchasing decisions. We can comment on it, and share it. However, when creating great content that is designed to resonate with women, marketers need to remember a few rules:
Avoid Stereotypes when Marketing to Women
Using old stereotypes and clichés is one of the quickest ways to turn off a female audience.
Content Marketing: One Size Doesn’t Fit All
All women are not the same, and they don’t respond to the same messages. Understand generational and lifestage differences and structure brand messages accordingly.
Build Relationships with Women with Content Marketing
Look for ways to help female consumers not only build relationships with your brand, but with each other.
Don’t Overtly Target Women when Marketing to Them
Don’t try so hard; we’ll see right through it. A subtle, more nuanced approach is more effective.
Remember the Emotional Connection
Emotions play an important role in a woman’s purchasing decisions and brand loyalty. We don’t always buy a product or service because it’s the best value for our money; many times our choice is driven by an emotional connection.