Content Marketing – if you mention this term in most countries and business environments you will generally get mixed reactions; ranging from rabid enthusiasm (content marketers and writers) to rolled eyeballs and dismissive gestures (traditional marketers), to looks of confusion (business owners that don’t really understand what it is), and varying combinations of all three.
Whether you love it, hate it, or don’t understand it – the reality is content marketing is here to stay. Many large and well-known international brands have embraced it and allocated substantial resources and budgets to doing it right.
Utilisation of content marketing is not restricted to international brands though. South African companies are slowly but steadily also venturing into this space.
Are the Ponytails Doomed to Extinction?
It is unlikely that content marketing will ever completely replace creative advertising. However more and more brands and companies are moving away from their total reliance on traditional marketing methods and investing varying amounts of effort, time and money into participating in and mastering content marketing.
The marketing and advertising landscape is rapidly changing, driven largely by the widespread adoption of the internet, the popularity of social media channels and the ease which with content can be viewed, commented on and shared by users (customers).
Smart marketers will find a way to blend traditional and content marketing techniques into a single, highly-effective promotional strategy.
Size Doesn’t Matter
In order to stay relevant and connect with a younger generation of tech-savvy customers and potential customers all South African businesses, large and small, need to have a content marketing program in place.
One of the advantages of content marketing is that it is accessible to businesses of all sizes and types, from large multinationals with a South African branch office or subsidiary, to small and medium sized enterprises.
Sharing fresh, relevant, original content is an excellent way for any business in South Africa to increase their engagement with and boost the loyalty of existing customers as well as increase the company’s exposure and profile
This results in more leads, customers and sales.