Content Marketing in the Age of Disruption

Content Marketing in the Age of Disruption
Savvy Guest - Thu Feb 05, 2015 @ 11:37AM
Comments: 976

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: 976

Comments

351. do my assignment  |  my website   |   Sun Mar 26, 2017 @ 07:14AM

Wish you happy every day!bloger! https://www.enlunwen.com/

352. Help With Law Homework  |  my website   |   Mon Mar 27, 2017 @ 04:17AM

Such a nice post, keep up the fantastic work

353. Jason Brown  |  my website   |   Mon Mar 27, 2017 @ 07:12PM

nice website i love it a lot!

354. Cristina Chestnut  |  my website   |   Tue Mar 28, 2017 @ 03:27AM

The jacket of the season for me has to be the Bomber Jacket. i love this jacket so much!!! I always get questions where i get it from and I'm glad to get it from Famous movie jackets. They have huge variety of leatherjackets, <a href="http://www.celebsleatherjackets.com/">Celebrity Jackets</a>, movies jackets and lots of more.

355. Cristina Chestnut  |  my website   |   Tue Mar 28, 2017 @ 03:47AM

The jacket of the season for me has to be the Bomber Jacket. i love this jacket so much!!! I always get questions where i get it from and I'm glad to get it from Famous movie jackets. They have huge variety of leatherjackets, <a href="http://www.celebsleatherjackets.com/">Celebrity Jackets</a>, movies jackets and lots of more.

356. helpwithdissertation  |  my website   |   Fri Mar 31, 2017 @ 09:34AM
357. Marketing capstone writers  |  my website   |   Fri Mar 31, 2017 @ 09:37AM

I enjoyed reading the evolution of marketing. It was such a great post. http://www.expertwritinghelp.com/

358. EBook Ghostwriters in Canada  |  my website   |   Fri Mar 31, 2017 @ 09:42AM

Great post. I enjoyed the article.

359. Sam harris  |  my website   |   Fri Mar 31, 2017 @ 01:50PM

Nice one very useful for online marketing and content marketing keep it up

361. Wahyu Yoyok  |  my website   |   Tue Apr 04, 2017 @ 08:05AM

Artikel yang sangat menarik

http://agenjilbabsurabaya.com

362. NEW LIST SITE BACKLINK COMMENT FREE 2017  |  my website   |   Tue Apr 04, 2017 @ 11:19PM
363. Help With SAS Assignment Online  |  my website   |   Thu Apr 06, 2017 @ 01:12AM

Well thanks for posting such an outstanding idea. I like this blog & I like the topic and thinking of making it right.

364. Top 10 small business ideas  |  my website   |   Thu Apr 06, 2017 @ 04:54AM

The top 10 small business ideas to start your business. | See more about Business & Business ideas.

365. Jasa Pembuatan Web  |  my website   |   Fri Apr 07, 2017 @ 12:20PM

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 https://www.pohonkreatif.com

366. o du viet nhat  |  my website   |   Sun Apr 09, 2017 @ 09:41PM

- Vietnam Japan assembled umbrella Vietnam Japan is the most qualified designers, so all products are the new and the most Hot designs on the market.
- The price of the Viet Nhat facility is guaranteed to be the most competitive in the market and the quality is always at the forefront

367. Man mohan  |  my website   |   Tue Apr 11, 2017 @ 12:56PM

Tur peya je dur na vekhi mud k na aavi yaad teri aave na

368. Netflix Customer Service Number   |   Fri Apr 14, 2017 @ 05:10AM
369. Dell Customer Service Number   |   Fri Apr 14, 2017 @ 05:11AM
370. HP Customer Service Number   |   Fri Apr 14, 2017 @ 05:11AM
371. Netgear Phone Number   |   Fri Apr 14, 2017 @ 05:12AM
372. Roku Support Number   |   Fri Apr 14, 2017 @ 05:12AM
373. Linksys Phone Number   |   Fri Apr 14, 2017 @ 05:13AM
374. Cisco Contact Centre   |   Fri Apr 14, 2017 @ 05:13AM
375. Gmail Support Number   |   Fri Apr 14, 2017 @ 05:14AM
376. Hotmail Customer Service Number   |   Fri Apr 14, 2017 @ 05:14AM
377. Yahoo Mail Customer Service Phone Number   |   Fri Apr 14, 2017 @ 05:14AM
378. ukynews.com  |  my website   |   Sun Apr 16, 2017 @ 01:58PM

Bermain clash of clans terlebih pada clan war memang tidak terlepas dari desain <a href="http://www.coachoutletsstorebm.com/tips-bermain-clash-of-clans-base-th-8-yang-harus-kamu-ketahui.html" rel="dofollow">base th 8</a> terkuat dan terbaik, yang dapat anda ajadikan sebagai base andalan.
Pada setiap base clash of clans tentunya memiliki kelemahan maupun kekuatan terhadap suatu kombinasi pasukan tertentu, terbasup pada <a href="http://kuhni-stara-zagora.info/formasi-base-th-8-clash-of-clans-terbaik.html" rel="dofollow">base th 8</a> dan juga base lainya.

379. Hai Nguyen  |  my website   |   Sun Apr 16, 2017 @ 08:21PM

Danh bai online tai cong game bai lon nhat Viet Nam
https://baimoc.com/
https://baimoc.com/chan-online.html
https://baimoc.com/xi-to.html

380. es krim  |  my website   |   Sun Apr 16, 2017 @ 11:03PM
381. buatkuat  |  my website   |   Tue Apr 18, 2017 @ 11:29PM
382. Mr. A  |  my website   |   Wed Apr 19, 2017 @ 06:55AM

wow so interesting..!

383. Aida Khan  |  my website   |   Wed Apr 19, 2017 @ 11:28AM

sdbdsbf

384. law dissertation help  |  my website   |   Thu Apr 20, 2017 @ 12:04AM

A high-quality content promotion strategy is a must for communication professionals to achieve marketing goals; however, many forget about the importance of distribution.

389. yogaburnreview4m  |  my website   |   Fri Apr 21, 2017 @ 12:22PM
390. toko furniture murah di cimahi  |  my website   |   Sun Apr 23, 2017 @ 12:36PM

The first entry into your webiste and I am very interested in the number of visitors here.
http://www.jualsofabandung.com/blog/toko-furniture-murah-di-cimahi/

391. mabosbola  |  my website   |   Mon Apr 24, 2017 @ 02:17AM
392. Gmail Help Number UK 0808-178-2624  |  my website   |   Wed Apr 26, 2017 @ 02:18AM

Great blog. Thanks for sharing. http://www.besttechlabs.co.uk/gmail.php

393. albertscot  |  my website   |   Wed Apr 26, 2017 @ 04:27AM

Looking for resolution of high amount failure daemon messages in your outlook account, this time you should contact Outlook Support UK 0808-168-9042 anytime

394. albertscot  |  my website   |   Wed Apr 26, 2017 @ 04:29AM

Looking for resolution of high amount failure daemon messages in your outlook account, this time you should contact Outlook Support UK 0808-168-9042 anytime

395. idolakita  |  my website   |   Thu Apr 27, 2017 @ 01:24AM

Saya menghargai blog Anda dan menemukan semua bagian terbesar dalam posting Anda untuk persis https://www.idolabet.com apa yang saya cari. Menawarkan penulis esai Pengunjung untuk menulis bahan untuk memenuhi kebutuhan Anda? Saya akan tidak punya masalah dalam penyampaian http://www.interwin.net/id pesan atau sejumlah isu yang telah Anda tulis dalam hubungan ini. Sekali lagi, Great Site! Nilai terpuji pekerjaan yang Anda menempatkan di situs Anda, dan nilai data yang Anda memberikan nilai. Ini luar biasa untuk memiliki sebuah blog dari waktu ke waktu. Itu bukan usia yang sama, bahan diulang. Indah membaca! Saya telah menandai situs Anda dan menambahkan RSS feed ke account Google saya. Saya menyukai apa yang Anda semua. Ini jenis https://www.interwin.me pekerjaan artistik dan ukuran! Terus bekerja besar, orang-orang bahwa saya telah semua ditambahkan ke blogroll saya. Banyak wajib Anda, Saya baru saja mencari informasi tentang topik ini untuk waktu yang sangat lama dan Anda adalah yang terbaik yang pernah ditemukan sejauh. Jadilah ini mungkin, apa tentang kesimpulan? Adalah aman untuk mengatakan bahwa Anda yakin tentang pasokan? Saya telah melakukan beberapa baik baca di sini. Positif layak pemesanan. Saya pikir dari jumlah usaha yang telah Anda buat untuk membuat situs yang berguna http://www.sbobet138.com fenomenal tersebut. Anda telah sejak membuat beberapa focusjes baik. Aku melihat ke web untuk masalah dan menemukan sebagian besar akan setuju dengan situs web Anda.

396. toppoker789  |  my website   |   Thu Apr 27, 2017 @ 01:31AM

Sebuah Thanksgiving yang tepat untuk beberapa item besar lainnya. Di mana lagi orang bisa mendapatkan semacam informasi dalam metode tersebut sempurna untuk menyusun? Saya memiliki sebuah Pengantar http://www.toppoker789.net Seminar minggu, dan saya mencari informasi tersebut. Ketika awalnya saya perhatikan, saya memiliki "Katakan padaku jika ada komentar baru termasuk" selesai. Kotak centang dan sekarang setiap kali komentar disertakan, saya mendapatkan empat posting dengan pengamatan yang sama. Apakah ada cara Anda dapat menghapus saya dari administrasi itu? Worth it! Howdy Hanya perlu memberikan kepala cepat dan tidak menumpuk secara efektif beberapa gambar. Aku tidak tahu mengapa, tapi aku lebih berpikir itu adalah masalah terhubung. Saya mencoba dua program yang berbeda dan keduanya menunjukkan hasil yang sama keluar. Suatu hal yang penting adalah bahwa kesempatan Anda objek http://www.pokermon24.com kredit pelatihan, Anda mungkin menemukan bahwa Anda membutuhkan co-endorser. Ada banyak kondisi di mana hal ini benar karena Anda akan menemukan bahwa Anda tidak menggunakan posisi kredit sebelumnya, sehingga bank akan mengharuskan Anda memiliki seseorang yang telah mengakuisisi aset untuk Anda. posting menarik Aku benar-benar melihat penyelesaian gerakan kredit harus dipandu dengan strategi. Jika tidak, Anda dapat meningkatkan posisi Anda. Untuk mencapai tujuan Anda dalam menyelesaikan skor FICO Anda, Anda harus mengkonfirmasi bahwa dari waktu Anda membayar bulan untuk pembayaran bulan untuk kencan mereka ditunjuk. Hal ini jelas sangat besar karena Anda tidak memenuhi di daerah itu, setiap strategi Anda memilih untuk mencoba untuk meningkatkan posisi https://www.idola188.info kredit Anda tidak akan baik. Banyak berkewajiban untuk berbagi ide-ide Anda.

400. Top 10 small business ideas  |  my website   |   Fri Apr 28, 2017 @ 06:09AM

Here the some Top 10 small business ideas which can help you achieve your goal in your small business.

powered by Doodlekit™ Free Website Builder