How do you attract customers in an environment of advertising saturation?
Capturing their attention and making it easier for them to find us with "inbound marketing" and, especially, with content marketing.
We live in an environment of excess, both with regard to the media offering (a multitude of television channels, magazines and newspapers, books to read on our electronic devices or tablets,...) and our professional environment (emails, comments on the social media, videos, websites...). This abundance of information has been called "intoxication" or "information overload."
To the two factors mentioned, we must also add a third, the saturation of advertising to which we are exposed through hundreds of advertisements in the media, marquees with outdoor advertising on every corner, telephone calls, etc... This saturation is increasingly less effective so that the client increasingly surrounds himself with a kind of armor against these commercial attacks.
Therefore, to be successful with the content we generate we must:
- Create attractive content
- Know that the target audience wants to consume it
If we do it well, they will even want to pay for this content.
What do you need to make content attractive?
Faced with a scenario saturated with content and information channels, we must be sure that we will be able to capture the attention of our audience before launching any content marketing action. But what type of content is capable of capturing this attention?
To prepare an effective content marketing strategy, we must first ask ourselves many questions, of which two will mark the rest of the process:
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What is my audience?
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What might interest my audience?
We must create good content, put ourselves in the customer's shoes and think about how we would like a company like ours to treat us, we must always try to be one step ahead of consumers because as I said: «You can ask your clients what they want and try to do it, but while you are preparing it, they will already want something else.
