“Social media marketing is a powerful tool. It is the most convenient and affordable communication channel. In today’s world, smart companies use social media to learn and adapt to the consumers’ habits and educate them about their products and/or services. Brands must have extensive, crosscutting appeal in order to grow their presence on social media and one of the ways to achieve it is through meaningful content. Consumers are looking for the brands that they can easily engage and identify with.” states professor Pietraszek, the Director of Asia-Pacific Programs, in the College of Business, Florida international University.
In today’s word bringing additional value by creating content is a powerful marketing tool to promote yourself and your business, but unfortunately not everyone knows how to leverage it; how and where to use this content. YPiS is a social network that empowers women by giving them an opportunity to create original content and reach worldwide like-minded women, promote their own business and themselves as a brand within a sharing business blogs.
But before talking about YPiS I want to talk about marketing in the modern world. Traditional marketing is about searching for clients by using interruptive ways. Today, this approach is more expensive and less effective. Modern approaches, such as inbound marketing, are more customer-focused and they are aiming at helping our customer by providing him/her with meaningful and useful content- make him/ her come to us. How do we do it?
Michael Gorodesky, a social network expert says: “meaningful content can encourage call to action, or it might discourage people. Meaningful content is the base of every campaign’s success. Today no one will respond to direct advertisement, only to other people’s recommendations or to interesting articles”
When trying to promote our business or our self we are facing two challenges: first, what kind of content to create? Creating interesting and original content and delivering the best presentation to our business is in a way what will create value for our customer.
Second, where to share this content to find the target audience that this content will be meaningful to? Taking into account that not everybody has the budget and the marketing knowledge to promote the content.
In order to answer these questions, I asked five experts in the field how to bring additional value to the client by creating a meaningful content. They were all asked to use their experience in the field and talk about the challenge of creating this meaningful content and how they deliver it to the customer.
Daniel Amar a founder and the CEO of NOGA, a small marketing business is talking about creating additional value as one of the biggest challenges for a new business with low budget, however, according to him is the only way to differentiate yourself, especially when you have a low budget: “as a marketing manager of few accounts I am finding myself many time with the challenges that bring the new marketing world in the age of internet. but this challenge is exactly what establish the opportunity for small business to flourish. if a business will be smart to embrace this change and delight its client with meaningful content it will be flourish too.”
Dudi Halbany, an expert in website developing and digital marketing, with over then ten years in the field shared some useful advice. His office follows few principal ideas in creating content: first, and the most important, according to Halbany, is the emotion the content creates within the reader. “It doesn’t matter if the emotion is negative or positive, the most important is to create one.” in addition the content needs to include images: “they say that one picture is worth 1000 words, it’s true”. In addition, the headline needs to be attractive and create a call to action and the sub-headline needs to summarize the article. The content has to be appealing, accurate (not too long) and to generate a later call to action.