25 June 2019

Are you Investing in Content Marketing

Article  Marketing
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Dear Marketing Manager,

Over the last decade, marketing has undergone huge transformations and today’s marketers are challenged to stand out amidst the sheer volume of information assailing their target audience.

Companies are beginning to realize the effectiveness of content as a powerful tool to attract, engage, convert and retain customers.

Content is regarded as the currency of influence in today’s digital marketing landscape; it is the offer in an email, the shared post on Facebook, the long form article on your blog or the video series on your YouTube channel.

Finally, content is the only aspect of marketing that is useful across the entire customer decision making journey from awareness to purchase and on to retention and advocacy.

Clearly, companies stand to gain a lot from investing in content marketing, but why aren’t we seeing a lot of investment in content?


Content is only long term. Management wants immediate results.

The cost of not investing in content marketing far outweighs the cost of investing in it, because all marketing is content marketing, period.

Whether it is a print, radio ads, YouTube video or Facebook post, content oils the wheels of every marketing effort.

Content can also bring short to mid term gains for brands wishing to seriously invest in it. The key is in identifying the target audience and crafting appropriate content that will drive necessary action.

I got asked recently my thoughts about GTBank’s Ndani TV platform and what, if any effect it had on the bank’s marketing activity.

First, we must understand that the number one challenge for both B2B and B2C marketers today is in attracting and holding the attention of the target audience in a world teeming with distractions at every turn.

Also, the millennial generation to which I belong is notorious for having the shortest attention span of all. Any activity that helps the bank attract and hold this attention is already a successful strategy.


Content marketing is expensive

In startup marketing we all hear about being lean and effective or about running a lean enterprise.

However, a distinction must be made between being lean and being cheap and from experience, brands tend to fall into either of these two categories.

A lean enterprise is one that allocates its budget to activities that brings the highest rate of return to it, a cheap enterprise does not know which activity brings it great returns and as a result of lack of knowledge, either invest too little or nothing at all.

Content marketing is expensive to a cheap enterprise and very cheap to a lean enterprise.

Let’s take a very basic example; a website. In today’s digital economy a website serves as a brand's most important digital real estate, it is also a brand's most important content marketing and lead generation platform.

Cheap brands don’t see the value of owning a very good website, they don’t pay attention to copy, ui/ux, responsiveness, conversation rate, search engine optimization, analytics, typography, etc.

Since they don’t understand its value, they are prepared to sacrifice all this on the altar of cost and instead spend more on ego boosting campaigns.

Lean enterprises, however, understand the value of a highly converting website, they understand the individual value of the above mentioned areas as well as their interaction and integration in the whole, therefore they invest massive resources in making sure their digital properties help them achieve their marketing objectives.

Looking forward to the next ten years, the marketing discipline will go through even more earth shattering transformations, but several things will remain as being basics and top of that list will be content.

Are you investing in content marketing?