Fishing is easy, right? Bait the hook, cast the line, watch the sinker. Simple stuff, isn’t it? Many traditional marketers would have you believe it is. Create the ad, buy the airspace, grow the revenue. In the pre-digital age, things may have been this simple. But that was then, and this is now. Any modern marketer (or angler) will tell you that there’s a lot more to catching a fish than sitting and waiting. You have to do the reeling.
What does ‘reeling in the fish’ look like to a marketer? Easy: content, continuously. Reeling in a fish is an on-going process, and so is modern content marketing. It is no longer enough to have one flashy advertisement that you present to your customers to either take or leave.
Gaetano Thorel, Vice President of Marketing at Ford Europe, spoke exclusively to Reevoo about the topic:
“Content is absolutely key. This is not just the big 30-second advert created to announce that a new car is coming. It is about how to get the customer completely engaged during his journey with a lot of content.”
Advertisers are competing for customers’ attention more fiercely than ever, and the key to making sales is continuous engagement. Marketers must walk their customers down the purchasing path, using content as the waymarkers. Thorel puts it this way:
“In the past we produced high-cost films but now it is more about continuous stories that we produce and serve to the consumer to get them engaged.”
Personalised content is vital for each step of that process. The content that hooks the potential shopper at the early stage of their buying process (say, which car should I buy?) will need to be changed to go on hooking and pulling that same customer later along the process (say, which options package should I buy?).
The key is to manage the right channels in order to deliver the right message at the critical moment. - Highlight to share -
By investing not just in big-hit, take-it-or-leave-it ad spots but also in focused, directed B2C content marketing that concentrates on continued customer engagement, companies have an opportunity not only to attract more eyes, but also to direct them all the way to the ‘Purchase’ button. Ford Europe’s Thorel couldn’t agree more:
“The key is to manage the right channels in order to deliver the right message at the critical moment during the customer journey.”
So treat your content marketing like a journey, not a one-time event.