It seems that even ad agencies think that social media and content marketing are just more channels to go down, like advertising on a bus or building. But the shift in advertising is not just about the fact that companies are spending more of their marketing budget online, it’s that people are turning away from advertising as a whole and looking for value within content. This value is given by adding interesting, knowledge-rich content to your brand so as to attract the people to your site and product.

An irrefutable maxim in marketing is: The right message, to the right person, at the right time.

Content marketing is a strategy that encapsulates this maxim almost exactly. The person coming to your site will always be the right one because he or she has actively searched for the content related to your product. The time is right because, again, they are coming to you with an obvious intention to find out more in order to buy. And if your message is right, if the content you have is satisfying, convincing without being sales-talk and unique, you are in the perfect marketing position — the right person gets the right message at the right time.

The important shift is not towards digital marketing as a new platform from which to launch the same types of advertising, but a new era in advertising. It is a shift in people and what they find valuable, believable and important. Right now, it is more about knowledge through content than wow through adverts.

Sound Idea Digital is a full service digital marketing agency that specialises in content marketing.

We can develop a comprehensive content marketing strategy for your company |info@soundidea | soundidea.co.za