Fact:Consumers aresavvy —they no longertrust messagesstraight fromadvertisers andbrands..
Fact:The Internethas changedeverything —including theway we buy.
Old Marketing ModelFor decades, marketing was about three critical moments: Pre-shopping was only for big-ticket items like cars, homes or expensive electronics.
Potentialcustomers areonline.Everyoneperforms websearches.If they can’t findyou (or worse,they find badcontent), you’vealready lost yourZERO MOMENTOF TRUTH.
FactOverload:• 90% of all purchasedecisions begin online• 75% of consumers shoponline before they buyoffline• 85% are looking for anindependent review• 78% of people trust the Image source: http://www.hubspot.com/recommendations of otherpeople Positive perceptions of companies increase by +36% if they have a blog on their website.
New Marketing Model:Consumers research everything they buy.The pre-buy is the Zero Moment of Truth.
The Zero Moment of Truth all boils down to content. (But not just any content.) Kick-ass, smart, on-target content.
Hard Fact:You can’t control the onlineconversation about yourbrand.(But youcan join it.) Image source: businessgrow.com
Content Marketing is producing and distributing relevant,valuable, focused content that drives consumer action. Not this. Image source: http://www.tumblr.com/tagged/content%20strategy
Relevant Content:[rel-uh-vuhnt]Adjective; connected with the matter in hand; pertinent.[kon-tent]Noun; substantive information or creative material. Image source: http://barnraisersllc.com
Content marketing is storytelling.That’s the most effective way to deliver a message.And at the end of honest storytelling, there’s success.* * A lot of it.
“You have to understand, my dears, that the shortest distance between truthand a human being is a story.” Anthony De Mello
“The stronger the dialog, the stronger the brand; the weaker thedialogue, the weaker the brand.” Larry Webber
Coca-Cola’s Content 2020 ad strategy puts content at the core:"All advertisers need a lot more content so that they can keep the engagement with consumers fresh and relevant, because of the 24/7 connectivity. If you’re going to be successful around the world, you have to have fat and fertile ideas at the core."