Content Marketing in the Age of Disruption

Content Marketing in the Age of Disruption
Savvy Guest - Thu Feb 05, 2015 @ 11:37AM
Comments: 878

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: 878

Comments

51. http://netellercasinos.info  |  my website   |   Mon Jun 08, 2015 @ 03:06AM

http://netellercasinos.info Thanks for sharing us a great information that is actually helpful. Good day!

52. http://moneybookerscasino.info  |  my website   |   Mon Jun 08, 2015 @ 03:08AM

http://moneybookerscasino.info This is a very good post. Just wonderful.

53. Bali Tours & Travel  |  my website   |   Thu Jun 11, 2015 @ 03:13AM

This is a great post. This post give truly quality information. I am definitely going to look into it. Really very useful tips are provided here. Thank you so much for sharing and keep it up the good work.

54. Travel to Bali  |  my website   |   Thu Jun 11, 2015 @ 03:16AM

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

55. DEWI MIMPI  |  my website   |   Sun Jun 21, 2015 @ 09:17PM

Thank you for great article, So much information in this blog
http://dewimimpi.com

56. dewapoker  |  my website   |   Tue Jun 23, 2015 @ 01:28PM

Good Luck... Bos.

57. Warung Obat Herbal  |  my website   |   Sun Jun 28, 2015 @ 02:54AM

Articles of interest, this will add my insights ..
Thanks
<a href="http://www.warungobatherbal.com">Warung Obat Herbal - Sehat, Alami Terpercaya</a>
Segala macam obat herbal yang ada pada Warung Obat Herbal sudah memiliki Ijin BPOM. Berbagai macam obat herbal diantaranya seperti di bawah ini:
1. <a href="">Obat Herbal Kanker</a>
1.a. <a href="http://www.warungobatherbal.com/produk_herbal/baca/24-paket-pengobatan-kanker-untuk-1-minggu">Obat Herbal Kanker Paket 1 Minggu</a>
1.b. <a href="http://www.warungobatherbal.com/produk_herbal/baca/25-paket-pengobatan-kanker-untuk-1-bulan">Obat Herbal Kanker Paket 1 Bulan</a>
1.c. <a href="http://www.warungobatherbal.com/produk_herbal/baca/26-paket-pengobatan-kanker-untuk-2-bulan">Obat Herbal Kanker Paket 2 Bulan</a>
2. <a href="http://www.warungobatherbal.com/produk_herbal/baca/316-ambeclear-dan-salep-salwa">Obat Herbal Washir</a>
2.a. <a href="http://www.warungobatherbal.com/produk_herbal/baca/20-obat-wasir-ambeien-stadium-1">Obat Wasir Ambeien Stadium 1-2</a>
2.b. <a href="http://www.warungobatherbal.com/produk_herbal/baca/19-obat-wasir-ambeien-stadium-24">Obat Wasir Ambeien Stadium 3-4</a>
3. <a href="http://www.warungobatherbal.com/produk_herbal/baca/318-obat-sipilis-ampuh">Obat Herbal Sipilis</a>
4. <a href="http://www.warungobatherbal.com/produk_herbal/baca/185-obat-kutil-kelamin-paket-2">Obat Herbal Penyakit Kelamin</a>
5. <a href="http://www.warungobatherbal.com/produk_herbal/baca/27-gemuk-plus">Obat Gemuk Plus</a>
Untuk info lebih lanjut bisa di hubungi <a href="http://www.warungobatherbal.com/kontak">kontak Warung Obat Herbal</a>
Tunggu Apa Lagi...
Pesan Obat Sekarang Juga Untuk Mengobati Penyakit Wasir Dengan Cepat & Tepat
Silahkan Kontak Kami
Telp : 081210099263, BBM : 73e5ac38

58. Warung Obat Herbal  |  my website   |   Sun Jun 28, 2015 @ 02:56AM

Articles of interest, this will add my insights ..
Thanks

Warung Obat Herbal - Sehat Alami Terpercaya

Mengobati Wasir Secara Alami
http://www.warungobatherbal.com/produk_herbal/baca/19-obat-wasir-ambeien-stadium-24

59. bola tangkas  |  my website   |   Tue Jul 07, 2015 @ 09:06PM

Casino is one of the most trending gambling online where in you don't need to go in any casino venue but you only need toget online to bet and m http://bolatangkas2.org/

60. kate john   |   Wed Jul 15, 2015 @ 05:01AM

this is really great,unique and very informative post, i like it. thanks http://www.bestessaypoint.co.uk

61. Henderson   |   Sun Aug 02, 2015 @ 12:19AM

Nice post!! Thanks a lot for the kind of perfect topic I have not a lot of information about it but I have got an extra unique info in your unique post. http://www.boulevard40.nl/merken/boerenbont-servies

62. edmonton vet clinics  |  my website   |   Mon Aug 03, 2015 @ 07:54PM

What are the purposes of this animal hospital? Well for you to know they will doing surgery for any pets who has a disease or having health problem and give good advise how to taking care of pets.

63. depand   |   Sat Aug 08, 2015 @ 01:28AM

http://253poker.com
Excellent post, I agree with you 100%! I’m always scouring the Internet for new information and learning whatever I can, and in doing so I sometimes leave comments on blogs. I don’t do it for SEO purposes necessarily, but to learn new things.

64. depand   |   Sat Aug 08, 2015 @ 01:30AM

http://336poker.com
I'm impressed, I must say. Very rarely do I come across a blog that's both informative and entertaining, and let me tell you, you've hit the nail on the head. Your blog is important; the issue is something that not enough people are talking intelligently about.

65. depand   |   Sat Aug 08, 2015 @ 01:30AM

http://508poker.com
must say that overall I am really impressed with this blog. It is easy to see that you are passionate about your writing. If only I had your writing ability I look forward to more updates and will be returning.

66. depand   |   Sat Aug 08, 2015 @ 01:30AM

http://570poker.com
This is a nice and informative, containing all information and also has a great impact on the new technology. Thanks for sharing it

67. depand   |   Sat Aug 08, 2015 @ 01:31AM

http://603poker.com
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

68. Ser  |  my website   |   Wed Aug 19, 2015 @ 06:24PM

That's a really nice post

<a href="http://minecraft-officiel.com/minecraft-gratuit/">Gratuit Minecraft Mac</a>

69. mesin bubut  |  my website   |   Fri Aug 21, 2015 @ 02:33AM

Awesome blog! Education has been created a numerous change between established countries and under developed countries.

70. John  |  my website   |   Thu Sep 17, 2015 @ 04:32AM

Very informative source for learning new things.
http://buyinstagramfollowers365.co.uk/facebook-likes-uk

71. grating  |  my website   |   Fri Sep 18, 2015 @ 03:27AM

I have really enjoyed reading your blog posts. Any way I'll be subscribing to your feed and I hope you post again soon.

72. prediksitogel  |  my website   |   Thu Sep 24, 2015 @ 11:15AM

mantap bos semoga selalu bertambah sukses

73. Jesica Marteen  |  my website   |   Wed Sep 30, 2015 @ 02:51AM

Hello! nice post http://www.example.com.

74. Nancy V. Maldonado  |  my website   |   Sun Oct 25, 2015 @ 09:14AM

I am really glad to read it and being able to share my thoughts on it. I want to use this opportunity to say that I really love this blog. It is an amazing resource of information for my working. Thank you so much. http://z13.invisionfree.com/westernwords/index.php?showuser=136404

75. Λογιστής  |  my website   |   Mon Nov 02, 2015 @ 05:27AM

Νομικές και λογιστικές υπηρεσίες, από δικηγόρους έμπειρους
http://pantouli.eu

76. Ranveer  |  my website   |   Tue Nov 03, 2015 @ 04:47AM

This is great do you have a catologue if so I would love one to share with friends and family.
<a href='http://dilwale-boxofficecollection.in/'>dilwale friDay Worldwide Business Income Earning</a>
<a href='http://dilwale-boxofficecollection.in/dilwale-box-office-collection-prediction-expected-total-business-earning/'>dilwale 1st 2nd 3rd day box office collection income</a>
<a href='http://dilwale-boxofficecollection.in/dilwale-official-trailer-release-date-dilwale-vs-bajirao-mastani-clash-collection-prediction/'>dilwale friday satarday sunday total collection</a>

77. Veterans Day thank you Quotes Images Pictures Poems sayings  |  my website   |   Tue Nov 03, 2015 @ 05:55AM
78. info dunia mahasiswa  |  my website   |   Wed Nov 04, 2015 @ 10:10PM

Everything is very open with a precise clarification of the issues. It was definitely informative. Your site is very useful. Thanks for sharing!

best regards,

http://www.seputarmahasiswa.com/

79. memo  |  my website   |   Sun Nov 15, 2015 @ 10:03AM
80. Jospeh   |   Sun Nov 15, 2015 @ 05:05PM

Good post. I found the erectile dysfunction protocol and it really works. Why don't you try it out? http://edprotocol.social

81. Ribeiro   |   Tue Nov 17, 2015 @ 09:31AM

Thanks for sharing the idea there would be some apprehensions from segment but i am up for canada goose parka http://www.winterjacketseshop.com/

82. Eva Miller  |  my website   |   Thu Nov 19, 2015 @ 01:43AM

It is one of the best information which you are providing. I love your blog because it totally full of informative posts. You are nice one and thanks for sharing.

83. nanapoker  |  my website   |   Thu Nov 19, 2015 @ 03:25AM

poker with awesome jackpot
http://nanapoker.com

84. how to get whiter skin naturally  |  my website   |   Sun Nov 29, 2015 @ 05:30AM

great post really love it
http://www.howtogetwhiterskinnaturally.com

85. Johnathan K. McElwee  |  my website   |   Wed Dec 02, 2015 @ 12:40PM

I am really enjoying reading your well written articles. I think you spend numerous effort and time updating your site.<a href="http://awriter.org">awriter.org</a>
I have bookmarked it and I am taking a look ahead to reading new articles.

86. Mark N. Diaz  |  my website   |   Wed Dec 02, 2015 @ 12:56PM

Thanks for posting this. I wish it was able to be translated, but for some reason Google toolbar isn't working. I copy pasted it into another application and read the post.
http://awriter.org/

87. Digitalmarketing  |  my website   |   Tue Dec 08, 2015 @ 07:58PM

<a href="http://novaonads.com/quang-cao-facebook.html" rel="nofollow" >Quảng Cáo Trên Facebook</a> This is great information for students. This article is very helpful i really like this blog thanks. I also have some information relevant for:
<a href="http://novaonads.com/tu-van-marketing-online.html" rel="nofollow" >Chiến lược marketing online</a>
<a href="http://novaonads.com/quang-cao-tim-kiem-tren-google.html" rel="nofollow" >Quang cao google adwords</a>
<a href="http://novaonads.com/1286-google-display-network-quang-cao-nham-chon-mang-lai-hieu-qua-cao.html" rel="nofollow" >Quảng cáo mạng hiển thị google</a>

88. Digitalmarketing  |  my website   |   Tue Dec 08, 2015 @ 08:05PM

<a href="http://novaonads.com/quang-cao-facebook.html" rel="nofollow" >Quảng Cáo Trên Facebook</a> This is great information for students. This article is very helpful i really like this blog thanks. I also have some information relevant for:
<a href="http://novaonads.com/tu-van-marketing-online.html" rel="nofollow" >Chiến lược marketing online</a>
<a href="http://novaonads.com/quang-cao-tim-kiem-tren-google.html" rel="nofollow" >Quang cao google adwords</a>
<a href="http://novaonads.com/1286-google-display-network-quang-cao-nham-chon-mang-lai-hieu-qua-cao.html" rel="nofollow" >Quảng cáo mạng hiển thị google</a>

89. betlucky88  |  my website   |   Tue Dec 08, 2015 @ 10:10PM

Trustworthy betting is the most effective selection that you can guess online. Offered that there are companies who will took your money so in purchase to trust your money opt for the best one and luxuriate in wagering. http://betlucky88.blog.com/

90. Hannah Watson   |  my website   |   Wed Dec 16, 2015 @ 03:38AM
91. helen  |  my website   |   Wed Dec 16, 2015 @ 07:38PM

Thanks for sharing us a great information that is actually helpful.

I also have more information relevant you can see here:

http://novaonads.com

http://novaonads.com/quang-cao-facebook.html

93. ultimofashions   |   Fri Dec 18, 2015 @ 02:42AM

amazing inspiration with the very help full ideas. i am really inspired to it!
<a href="http://www.ultimofasihions.co.uk/">visit here</a>

94. العاب تلبيس بنات  |  my website   |   Tue Dec 22, 2015 @ 11:24AM

Thank you very much

95. Fill  |  my website   |   Fri Dec 25, 2015 @ 09:28AM

Cool story, cool author.
I want to propouse you my site about patents.
visit my site: http://www.zestad.eu/
thank`s and good luck ;)

96. Elsie R. Pickett  |  my website   |   Mon Dec 28, 2015 @ 01:30PM

These kind of articles are always attractive and I am happy to find so many good point here in the post, <a href="http://awriter.org">essay writers</a>
writing is simply great, thanks for sharing.

97. Elsie R. Pickett  |  my website   |   Mon Dec 28, 2015 @ 01:31PM

Loved to read your blog. I would like to suggest you that traffic show most people read blogs on Mondays. So it should encourage blogger to write new write ups over the weekend primarily.http://awriter.org
Great post! Interesting information and cute writing style.
Regards

98. mesin bakso  |  my website   |   Mon Jan 04, 2016 @ 10:32PM

Very informative post thanks for share this with us <a href=http://wiratech.co.id/mesin-bakso></a>Mesin Bakso</a>

99. mesin bakso  |  my website   |   Mon Jan 04, 2016 @ 10:33PM

Very informative post thanks for share this with us I highly appreciate you for this information thanks once again for sharing information like this <a href=http://wiratech.co.id/mesin-bakso/>Mesin Bakso</a>

100. Dilwale box office collection  |  my website   |   Wed Jan 06, 2016 @ 10:24AM

Post a Comment




powered by Doodlekit™ Free Website Builder