Content Marketing in the Post-Advertising Age
Welcome to the post-advertising age! What a time to be alive.
If you’re wondering how we got here, it’s all to do with audience behaviour. Now that people can tailor the kind of content they’re exposed to, ad avoidance is here to stay. We’re fast-forwarding through the commercials on our recorded shows. We’re using ad blockers to enjoy uninterrupted online shopping. From TV to digital, nearly every medium is suffering from invisible ad syndrome (a term I may or may not have made up just now).
So, where does this leave content marketing? Audiences might be getting better at dodging ads, but the future isn’t all doom and gloom. If you can keep the following points in mind during the creation process, there’s nothing to stop you from using content as a powerful marketing tool in the post-advertising age.
The Art of Conversation
Consumers want to have conversations with brands. To really make an impression, actually talking to your audience (rather than at them) is essential.
If your brand is as good at starting conversations as an introvert in a room full of strangers, informal mediums are the best places to practise. Twitter, Facebook, and other social media platforms encourage casual exchanges, allowing your brand to find a unique, personable voice. This is also where your brand has the most opportunity to be witty and charming. Just like you are. Perhaps.
To get an idea of what conversations between brands and audiences can look like, we’ll let this Twitter ‘breakup’ between JetBlue and one of their customers do the talking.
— JetBlue Airways (@JetBlue) February 1, 2016
Full conversation here.
Once you’ve worked out your brand’s personality, you can then start applying this to your blog, your website, and your other marketing channels. This way, your audience quickly feels familiar with your brand whether they’re reading an article, opening an email, or browsing your products online.
Authenticity Is Key
No one likes a phony, especially when it comes to content marketing. In the cynical post-advertising age, audiences can spot insincere content from a mile away. These tips can help you sound more authentic:
- Be yourself – This may sound like a cliché, but it’s one of the easiest ways to create an authentic voice. Avoid copying what other brands do. Add your own unique touch to everything you publish. A little personality can go a long way when it comes to content.
- Build trust – If you maintain a consistent voice over an extended period of time, your audience can come to know and trust your content.
- Write for your audience – Keeping your audience in mind while creating content can help you sound more genuine. For example, if your target demographic is teenagers, feel free to use a little slang. Just don’t overdo it; otherwise you might come across as trying too hard or being out of touch.
Be Everywhere at Once
Trying to keep pace with audiences isn’t as simple as it used to be. Now that everyone is exposed to so much media, advertising on 1 or 2 channels won’t always be enough. For your content to have a decent impact, you’ll need to accommodate your audience’s increasingly scattered attention. Using a wider range of digital and social channels can help you cut through.
With the right tricks up your sleeve, the post-advertising age doesn’t have to be apocalyptic. If content isn’t your forte, there’s no need to stress. Simply get in touch with us and we’ll help improve your content marketing game.