16 October 2009 28 Comments

Brand marketing through content creation, marketing

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communications & Media specialist, Trainer and speaker. Yinka Olaito helps Profits and Non-profits with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa) and Africa Foundation for Young Media Professionals


content marketing1content developmentThe marketing plateau is changing. The marketing war zone is also changing. The last two decades have witnessed such a tremendous change that every professional in the field of Marketing, Branding, Public relations has to relearn what they were taught in school. Buyers, clients have turned  the internet to another market place where they make enquiries. Internet now encourages dialogue, feedbacks. The search engine has turned people into independent product and services researchers. They do also consult their friends, associates before making buying decision. It is obvious therefore  that any brand that helps the buyer make decision in their favor will earn more credits than the one that stands aloof, waiting for a call that may never come to them.

The above has necessitated the birth of content marketing as a way to educate, entertain, court the attention of buyers to brand’s services and products. It appears to me that every new buzzword always attracts attention of both the qualified and quacks. Doing it well is now a major concern for many brands as they are now faced with several acclaimed consultants who know nothing to jack about it.  Great content marketing and management offers several opportunities to brand who have qualified hands to do it well. Content can be used to educate potential industry consumers, provide possible solutions or choices available to clients, exposing sound practices and to initiate a process in relationship building. Content marketing helps the customers start a relationship with you before they eventually decide to buy from you.

As good as this may sound, delivering great content is not a joke. No one brings the gift from heaven, they are learnt.The basic ingredient is passion.This should be helped with great creative writing skill to make a great headway. Content marketing has been defined as the art of understanding exactly what your target want to know and delivering that to them in a relevant and compelling way to grow business. The content must only be relevant but must be compelling to sustain attention. Great content establishes the brand a resource centre, guide in buying decision. When a brand can successfully do this, it credibility and chances in the market will skyrocket than those who wait for something to happen.  Great, relevant and compelling contents that adequately informed the buyer will make the brand to first position in the minds of the prospective and real buyers.

One of the best ways to increase visibility, awareness, relevance and gain more market in this recession is to give away free, reliable information that can assist potentials to buy from your brand is through content marketing. Before you ask them to buy, be a source of helpful information without an attached string. It positions your brand as a thought leader, caring and proactive. In conclusion for now, remember that with great content and no promotion, you will remain in darkness. Adequate content promotion through right channel is important. But the content must offer value, solution to make required effect.

28 Responses to “Brand marketing through content creation, marketing”

  1. Mackeran 17 October 2009 at 5:47 pm #

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