Content Marketing is here to stay
Based on my previous story on medium https://medium.com/@anujakhairnar308/know-your-customer-968b68dfd6b
We came up with how Cole Haan would market their denim shoes to a consumer.
Why we choose the specific types of content ?
Our group choose the Business to Consumer marketing approach. Cole Haan uses social media outlets like Facebook and Instagram to market to younger consumers — like Priya. We designed a catchy Instagram post that should be able to hold the attention of the “scroller by”. The post convey’s the message that the 2.ZeroGrande denim heel is a non-traditional product made with traditional denim material. This type of marketing campaign speaks to our consumer Priya, who is always seeking out different style trends that are not commonly found in the fashion environment around her. Attempting to be unique in regard to fashion is not a trait specific to any country of region of the world. Thus, the instagram post will attract the attention of others, like Priya who utilize fashion and clothing as a way to maintain their individuality.
How companies are using content to tell their story?
When you meet someone new, what happens? Chances are, you ask questions in the hopes of learning more about them. Hopefully, they’ll reciprocate by doing the same. You try to unearth their story, and to tell your own. The end goal is to connect.
In business, the rules don’t really change. Telling Your Story Humanizes Your Brand. It helps to shape how people view you and enables consumers to begin forging a connection with your company.Stories Help Your Audience Better Understand Complex Ideas. Stories can be a great way to capture your reader’s imagination. They can also help make things much more relatable in a way that cold, hard facts simply can’t. It makes your message cut through the noise.
How does content play a role in it? It’s not just stories that matter, it is how you tell it. The form, the media, the catchiness of it and the list goes on and on.The trick however, is to be authentic. Consumers aren’t stupid. If they think you’re fabricating stories and falsifying your brand they will find out. Maybe not today. Maybe not tomorrow. But at some point, the truth will come out and the “brand” you built will be in need of some serious damage control if it’s to survive.
Big brands produce content that caters to consumers ideal lifestyle and discuss important trends that impact them. But, most importantly, they do not produce content that exclusively promotes their products.Brands nowadays try to get to social media sites like instagram and facebook to do their marketing. This kind of content helps because it is technically the closest that the brand can get to their customers. Brands also send out their products to the bloggers to try on and review. This helps them reach a broader spectrum of audiences by one source.
In a nutshell we can say that content marketing is here to stay. People will always seek out content that entertains, informs and is relevant to their interests and this will keep selling out the brands.
Project By : Anuja Khairnar, Dakota Batch and Jack Shen