Content Marketing in the Age of Disruption

Content Marketing in the Age of Disruption
Savvy Guest - Thu Feb 05, 2015 @ 11:37AM
Comments: 217

Content MagnetCustomers could hardly be called empowered these days, but they certainly have more power than they ever have had before. If thousands of people receive poor service, it may not affect the brand or company responsible, or even reduce their number of sales. For example the first Kindles had a habit of dying just over a year after purchase; Estimates indicate around as much as 20% of units sold had this fault, and yet sales were still robust and the Amazon brand has not been damaged. However, it is far easier for larger seemingly untouchable companies to be damaged by online opinion, and larger companies do not have as much of a stranglehold over advertising mediums as they used to.

In the age of digital disruption, the competitive edges that larger companies had have been eroded a little. Distribution power, manufacturing strength, competitive advantage and information mastery are still powerful tools, but they are not as powerful as they once were. A smaller company can make serious dents in a larger company's customer base with nothing more than the ability to engage with customers on the Internet in a big way. Content marketers with no budget can affect sales in a massive way. For example, there is PewDiePie, a social media influencer that has dramatically affected the sales of all the games he has ever posted about on YouTube.

Suppliers, industrial companies, manufacturers and most traditional commercial sectors have embraced online content marketing. Sadly, most of them see a big gap between the amount of engagement they maintain and the conversions they see. Part of this may be because they misunderstand the content marketing process. It is easy to create plenty of funny content online and quickly gain a large amount of followers, but unless you are selling comedic digital entertainment, you are going to have a very poor conversion rate. Traffic and engagement doesn't always mean sales! On the other hand, if you fail to engage with your target audience at all, you are doomed to failure in an online environment.

What may be called more traditional advertising can be replaced with something such as advertising on mobile apps and both have the same amount of penetration and similar conversion results. Free mobile games are so common that it costs many companies money to get people to play a game they are giving away for free.

Some of the best industrial digital-marketing tactics are: "Ask an Expert" forums, online product configurators, product comparison guides/matrix, part number builders, parametric search, engineering kits, mobile apps, dynamic content including personalization, downloadable CAD files, sizing programs and calculators, and video marketing.

Mobile apps and video marketing seems to apply to a great many sectors. Mobile apps are not all about Farmville and Candy Crush. There are a massive number of industry-specific apps that are helping suppliers and service providers reach a broader online audience. Mobile apps also create a high degree of engagement in these cases, with the user seeing the content-marketer's branding almost every day while the app is used.

Video marketing is a little more difficult, but the success of some YouTube influencers is nothing short of epic. The YouTube influencer PewDiePie earns more than Barack Obama from his affiliate advertising on YouTube alone, and he has more YouTube subscribers than anyone ever. He didn't have corporate backing or an advertising budget, plus he has not gone viral in the strictest sense of the word.

The age of disruption is led by the consumer. You can run a well-timed and expertly-planned campaign and build up quite a following, only to have it taken from you once the users decide not to engage. The online community can turn on a brand very quickly. Many times a big PR crisis is well deserved through either the company thinking more about money than the user, such as with Daily Motion, or with the company Applebee's that fired a waitress for posting something on social media and then tried to suppress the massive wave of negative feeling on social media (read story here).

Paid content marketing has the potential to push your business to the top in the same way it can burn through money with no result. You can expect fewer viewers/users/customers but you can get them to engage more, which means a company can survive with 80% of income coming from repeat sales. In the age of digital disruption, companies have to change quickly to adapt to what the customers want or their more nimble competitors will take their customers.

About the author: Mark Knight is a Director at Broadgate Mainland the London PR agency.

Image credit: DigitalRalph

Comments: 217

Comments

1. benny  |  my website   |   Fri Feb 06, 2015 @ 04:12AM

I think you are very right! Marketing has a totally new face and in the era of social media all companies are at the mercy of the internet and it's users.

2. lucky  |  my website   |   Fri Feb 06, 2015 @ 11:12PM

nice post
that was amazing

3. mari   |   Mon Feb 09, 2015 @ 06:48AM

‘Free’ is no longer a powerful marketing tool for marketing communications! Highly informative post!

4. maria   |   Mon Feb 09, 2015 @ 06:50AM

Free’ is no longer a powerful <a href=" http://www.oferte.info/cizme-de-vara-la-reducere-preturi-de-la-doar-29-de-lei/">marketing</a> tool for marketing communications! Highly informative post!

5. Mike19   |   Mon Feb 16, 2015 @ 01:51PM

Amazing article! Great material you've shared on this topic. I really had a lot of help from this and I would like to return the favor and that's why I am writing this positive comment for your article http://www.hacksgen.com/shadow-fight-2-hack-get-unlimited-coins-and-gems

6. David  |  my website   |   Tue Feb 17, 2015 @ 09:51AM

I appreciate your idea here. Definitely it has a good content. Thank you for imparting more of your own thoughts. Good job!&&**(())

7. Clark   |   Wed Feb 18, 2015 @ 03:15AM

I think you are correct! Promoting has a completely new face and in the time of online networking all organizations are helpless before the web and its clients.safety flooring made to be placed under exercise machines safetyflooringco.co.uk

8. Elena  |  my website   |   Thu Feb 19, 2015 @ 09:20AM

The rich and relevant content is a very important weapon in the current marketing strategies, especially if we refer to those who really succeed against online users. Ads without reaching the substrate are going to be fully ignored and that is why it is good to turn to other ingenious methods that draw conversions.

9. pecoslawgroup  |  my website   |   Sun Mar 01, 2015 @ 01:59AM

Very helpful site! Admiring the time and effort after reading the specific post with the genuine content. Thanks much!

10. babita   |   Fri Mar 13, 2015 @ 04:08AM

thanks for the great post

11. Bruce Norris   |   Tue Mar 31, 2015 @ 07:20AM

Relevant work to read for the amazing experience! It was studying about the current updates and appreciative.
Click Here: http://www.desireleather.com/product/arnold-schwarzenegger-terminator-5-jacket/

12. David Off   |   Wed Apr 01, 2015 @ 11:48PM

content is the most important factors to do online marketing. Therefore, value content may cost a lot. thanks for helpful share!
https://www.youtube.com/watch?v=6Ruhrv7Zbfg

13. charlesdevon   |   Mon Apr 06, 2015 @ 02:21AM

Without your substance, you would not have the capacity to make the initial phase in making your SEO procedure viable. http://www.chiefpapers.com

14. dewa poker  |  my website   |   Tue Apr 07, 2015 @ 12:58AM

You should write about the model/version on the blog. You can expose it's perfect. Your blog examination should widen your readership.I am really grateful for your blog post. I find a lot of approaches after visiting your post. Great work..looking for affordable and trusted hosting?come and visit http://www5.depok88.com/

15. jasa pembuatan software di jakarta  |  my website   |   Thu Apr 09, 2015 @ 11:33AM
16. naga303.com  |  my website   |   Fri Apr 10, 2015 @ 11:03PM

good and nice http://naga303.com

17. liga303.com  |  my website   |   Fri Apr 10, 2015 @ 11:06PM

this is a nice and informative
http://liga303.com

18. dewavegas.biz  |  my website   |   Fri Apr 10, 2015 @ 11:06PM

Thank you for another fantastic posting
http://dewavegas.biz

19. bolagila.com  |  my website   |   Fri Apr 10, 2015 @ 11:07PM

You should write about the model/version on the blog
http://bolagila.com

20. winsbola.com  |  my website   |   Fri Apr 10, 2015 @ 11:07PM

The you have is very useful
http://winsbola.com

21. winsbola.com  |  my website   |   Sat Apr 11, 2015 @ 12:16AM

Postingan yang sangat bagus, saya setuju dengan Anda 100%!
http://winsbola.com

22. asialive88.com  |  my website   |   Sat Apr 11, 2015 @ 12:18AM

http://asialive88.com/ This is a very good post. Just wonderful. Truly, I am amazed at what informative things you've told us today

23. infodewapoker.com  |  my website   |   Sat Apr 11, 2015 @ 12:20AM

Thank you for another fantastic posting. http://infodewapoker.com/

24. dewalive.com/  |  my website   |   Sat Apr 11, 2015 @ 12:22AM

http://dewalive.com/ I’m completely enjoying as of it and that I have you ever bookmarked to ascertain out new stuff you'll post.. Can you also check

25. http://al3abbanat2.blogspot.com/  |  my website   |   Thu Apr 30, 2015 @ 04:51AM

thank you so much (y)

26. rida  |  my website   |   Thu Apr 30, 2015 @ 04:52AM
27. Ole   |   Mon May 04, 2015 @ 04:04AM

This is really awesome blog. I like it and i want to say you are doing really great work. Get gym mats, <a href="http://rubberflooringsupplier.co.uk/rubber-flooring.html">rubber flooring</a> & rubber matting

28. jaket kulit asli  |  my website   |   Mon May 04, 2015 @ 11:11PM

new things and new experiences visiting this blog I really like the articles and posts written on this blog thanks admin

29. eid mubarak 2015   |   Thu May 07, 2015 @ 08:42AM

new things and new experiences visiting this blog I really like the articles and posts written on this blog thanks
http://www.ramadan-dates-2016-2015-uk-uae.com

30. indrawanto  |  my website   |   Thu May 21, 2015 @ 07:44AM

It’s my first time to visit this site & I’m really surprised to see such impressive stuff out there http://caralangsing.net/smart-detox/review/

31. Bailey Pearson   |   Fri May 22, 2015 @ 07:01AM

Awesome blog! Education has been created a numerous change between established countries and under developed countries. Late awareness about education left previous after in the race. http://www.australianessay.com/buy-quality-term-papers

32. SITESOFPOKER1.INFO  |  my website   |   Fri May 22, 2015 @ 11:36PM

Your website give a big impact in technology development
http://SITESOFPOKER1.INFO

33. pokeriassa.com  |  my website   |   Fri May 22, 2015 @ 11:36PM

Thanks for share bro
http://pokeriassa.com

34. yespoker.net  |  my website   |   Fri May 22, 2015 @ 11:37PM

Very Impressive website, keep developing it
http://yespoker.net

35. agencasinoonline88.com  |  my website   |   Fri May 22, 2015 @ 11:37PM

I like your website and post in this
http://agencasinoonline88.com

36. agencasinoonline88.net  |  my website   |   Fri May 22, 2015 @ 11:38PM
37. http://casinoscene.net  |  my website   |   Fri May 22, 2015 @ 11:56PM
38. http://pokertablecloths.com  |  my website   |   Fri May 22, 2015 @ 11:56PM
39. kuda  |  my website   |   Fri May 22, 2015 @ 11:58PM
40. kuda  |  my website   |   Fri May 22, 2015 @ 11:59PM
41. 661poker.com  |  my website   |   Sun May 24, 2015 @ 11:30PM
42. 712poker.com  |  my website   |   Sun May 24, 2015 @ 11:31PM

http://712poker.com thats was good

43. 802poker.com  |  my website   |   Sun May 24, 2015 @ 11:31PM

http://802poker.com so interesting

44. 848poker.com  |  my website   |   Sun May 24, 2015 @ 11:32PM

http://848poker.com wow, so useful

45. 916poker.com  |  my website   |   Sun May 24, 2015 @ 11:32PM

http://916poker.com so impressive

46. Jennifer L   |   Mon May 25, 2015 @ 05:39AM

I also work with clients in similar industries so I have a lot of anecdotal feedback on what's working and what's not working in their industry which they find to be very helpful and invaluable. Why waste your time and money in doing certain marketing tactics when you already know the target audience is not responding to it http://mp3tram.net/

47. العاب تلبيس بنات جديدة  |  my website   |   Thu May 28, 2015 @ 10:41AM

thanks

العاب تلبيس بنات جديدة

48. العاب تلبيس بنات  |  my website   |   Thu May 28, 2015 @ 10:42AM

http://jeuxneww.blogspot.com العاب تلبيس بنات جديدة
http://jeuxneww.blogspot.com العاب تلبيس بنات
http://jeuxneww.blogspot.com العاب تلبيس
http://jeuxneww.blogspot.com/ al3ab banat

49. Alberta   |   Thu Jun 04, 2015 @ 09:01AM

Very informative post thanks for share this with us I highly appreciate you for this information thanks once again for sharing information like this! http://utopia-almelo.nl/kantoor-kantoorruimte-huren-twente/

50. kuda  |  my website   |   Fri Jun 05, 2015 @ 06:03AM
Previous 1 3 4 5

Post a Comment




powered by Doodlekit™ Free Website Builder