As people turn to the internet to figure out answers to
several things such as managing finances, planning for retirement, diagnosis
for ailments, travel destinations, amongst several others, marketers have
understood that quality content can actually drive visitors towards their
particular brands and products. Although there is a trove of information on the
internet, quality and opinionated content remains king and can lead to
engagement from the online public. Publishing high-quality content remains cost
effective and can be targeted towards specific audiences; pushing them to buy certain
products, choose specific services or build up brand image and positioning.
Content serves a variety of needs, both from the point of the
view of the consumer as well as the brand that is providing it. Websites that
update on a consistent basis with quality content will generally see an uptick
in the traffic that they generate, which allows them to get better rates for
their own banner adverts. Furthermore, the more traffic a website attracts, the
higher will be the trust factor that consumers develop with it as they
consistently read and engage with the articles that are posted on it. At this
point if there is content that points consumers to a specific direction, then
the trust factor will ensure that consumers are more amenable towards trying
that particular product or service. According to some market research agencies,
content marketing generates three times as many leads than traditional online
advertising such as paid search. Hence an effective content marketing strategy
is a potential game-changer for businesses.
One of the most important facets about content marketing is
for it to be an educator i.e. inform the general public about issues that they
may have interest in. For example a travel agency selling holidays may want to
invest in a piece of content that talks about travel destinations that offer
sunny weather even in winter months. Or life insurance companies may promote
content that discuss how individuals should plan on investing a portion of
their monthly income for their retirement fund. Either way, if the content is
stimulating, visual, and offers good advice, people are bound to be interested
and then be more open towards trying the service/product advertised.
Content marketing is yet to kick off in a big way in
Pakistan, but some companies such as Daraz.pk have started experimenting with
it as part of their overall brand positioning strategy.
However, it is an undeniable fact that an increasing number of Pakistanis are
engaging with brands on social media outlets such as Facebook and Twitter, and
therefore represent a significant opportunity for content marketers to target.
If there is strong, compelling content then people will be attracted to it,
allowing for further growth and expansion.
* This article has been contributed by Osman Husain
