As the means of accessing information and entertainment become more sophisticated, consumers become harder to reach via traditional marketing methods.
The standard advertising techniques that businesses have relied upon in the past are becoming obsolete, as evidenced by the following statistics:
These trends can be seen as obstacles to some; others see them as opportunities to develop creative new strategies that capitalize upon the very developments that are driving the change.
One emerging practice that has proven to generate positive results is content marketing. Content marketing generates three times more leads per dollar than traditional marketing and costs roughly 62 percent less, according to Mashable.
The effectiveness of non-traditional advertising through content marketing is clear, but just throwing together content is not enough. You need to make a big footprint, which requires the manpower to produce content that is not only relevant, but engaging as well.
The solution is in the crowd.
Crowdsourced content encourages more participation, is more inclusive of your audience and delivers stronger, more interesting content to drive your marketing ROI. The following crowdsourcing content marketing success stories demonstrate what the crowd can deliver at scale.
In 2011, Coca-Cola announced a shift to content excellence with its Content 2020 marketing strategy. Relying on user-generated content to drive marketing, its strategy is all about developing a brand narrative through the stories of others. Some content doesn’t even mention Coke products, yet the revamped Coca-Cola site is a content kingpin that produced a 45 percent increase in global sales in less than a year.
Intel takes another approach, relying upon crowdsourcing to curate content from multiple sources for publication in its digital magazine, iQ. Intel’s editorial team publishes relevant, fresh, shareable and unique content on the iQ site, thanks to crowdsourcing, which also offers full-service content generation.
FedEx’s foray into content marketing shows that crowdsourcing can produce content that fits a brand. FedEx’s crowdsourced messages garner attention and engender credibility by showcasing crowd-generated content concerning certain timely and relevant issues. FedEx’s Brown Bailout website curated content from prestigious sources supporting its position against a government bailout of its rival UPS. The content brought perspective and a sense of authority to the issue more effectively than FedEx alone could.
The Oregon Wine Board engages wine professionals and local wineries to produce content for its daily newsletter, which targets local businesses and individuals who have a passion for, or interest in, wine. This local, niche content is not available anywhere else. The wine board’s efforts show that no matter what your specialty and audience are, you can develop a content marketing plan that works for your brand and market.
Lawyers.com demonstrates how to become the authority in a specific market. The go-to consumer-focused source for legal news, this site relies upon crowdsourced articles covering all sides of relevant legal issues. Along with providing readers well-researched, well-written and informative content, this ability to publish impartial coverage drives site traffic and converts leads.
The “information age” has created a a whole new world for consumers and marketers alike. As traditional marketing methods lose their effectiveness, the opportunities available in the realm of content marketing are alive with possibility. To raise your marketing efforts to the next level, consider taking a page from these successful strategies and start developing your content by leveraging the crowd.
Click to close