A quick read about all you need to know when it comes to Content Marketing: Inbound & Outbound- Emails, UI/ UX
It has been a roller coaster ride, replete with topsy turvy elements along the way- Content marketing in the era of renewed marketing. Who would have known that something such as writing captions would become a highly-skilled responsibility that requires dedicated efforts so that it stands out from the rest, garnering more engagement?
Funnily enough, Harvard Business Review states, ‘You are what you read’- What is it that you read then?
Writing, to many, is a way of penning down their frustration or channelising their thoughts. Writing can also mean putting words into emotions which forms quite an intrinsic part of marketing as marketing is about how-well-you-sell-based-on-sentiments. But let’s be honest here, is writing the only form of content in 2021?
Content has revolutionised, undergoing drastic changes from the traditional forms of copies to the now modern style snippets catering to niche audiences. The sphere has been so dramatically altered that ‘why content’ has now become ‘why not content’.
This article doesn’t attempt at elaborating on the fancy terms that comprise the syllabi of marketing, rather it focuses on providing basic information to all the aspirants interested in the field, or those connoisseurs who may have missed out on some important part of this umbrella term.
Let’s define content- Anything and everything that is descriptive and informative in some way that it helps the brand gain better recognition. What is marketing? A collection of conscious efforts towards developing sales or recognition about a product. What is content marketing then? To make it sound high and mighty, it can be described as a product of flywheel effect- It might take some time before great momentum can be established and boom, you’re the alpha in your field!
How is this different from other forms of marketing? Content exists all around us- The Instagram captions that catch your eye as you scroll through or the poster advertising your favourite dinner recipe, the jingles you hear on the radio or the review of the product you browse on your screen. It’s different in the sense that your audience looks for you- and at you.
There seemed to have been an uproar when digital marketing stole the limelight from the traditional style of marketing as various media and platforms were put into use, something unprecedented and after much deliberation. The new wave didn’t dismiss its precedent completely, rather it aimed at incorporating useful elements and presenting to us renewed forms of selling.
Before we go ahead, I would like to throw some light on the elephant in the room. Marketers, aspirants or professionals, must have come across, at some point or the other, Inbound-Outbound Marketing. What does that mean?
Take the word ‘Inbound’- ‘In’ is a rather smaller term compared to ‘Out’ of ‘Outbound’. Certain keywords that are highlighted in the text, thanks to SEO, this article that you have your eyes fixated on currently, events, the hustling social media out there- all fall under the context of inbound marketing, which is specific and well-targeted. Outbound, on the other hand, refers to tricks deployed in reaching out to people in a mass marketing attempt. Television commercials, banners, brochures, newspaper advertisements and else are types of outbound marketing.
Talking about the specifics of inbound marketing, what comes into the picture is email marketing.
Once thought to be cliched and monotonous, checking your mail inbox is one of the favourite activities of millennials and corporates, young and old alike, these days. It is said that email marketing has the potential to amass a lot of engagement, given how recipients often tend to click on the eye-catching mail, quite often showcasing the new array of products or providing excerpts, discounts and other loyalty perks about their much-loved brands, and get redirected to the site. That, my friend, is a smart way of compulsive and targeted marketing.
Emails or newsletters can either have a targeted audience, meaning that they are sent out to a set of subscribers who have signed up for that service, or can be sent out to random people (Bear in mind the GDPR though which makes it difficult to send it out to random people). What makes a newsletter interesting then? Newsletters essential provide information, at the same time, are creative and quirky enough to grab attention. Templates, fonts, styles, images, call-out buttons- the more, the merrier but obviously we wouldn’t want it to be too cramped up.
Imagery is a great tool for captivating your audience. A picture is worth a thousand words but remember, a video is worth a thousand pictures. Witha lot of people skimming through large chunks of texts and are immediately enthralled by vivid imagery or graphics, infographics are becoming an increasingly popular form of content marketing.
In the 21st century lingo, UI and UX have given this altered sphere of infographics a boost. Functional, neat, design-specific and trendy revolving around the ‘u’ or the user, interfaces (i) and experiences (x) go hand-in-hand with content. Call it a ritual or a practice, these encompass behaviours and attitudes and develop this data so that the product is marketed adequately- All’s well if they sell! They have the calibre to either making the business or breaking it. These efforts are undertaken so that customers or the end-clients can feel personalisation, variety, in-depth focus and satisfied with their choices.
In the end, all that matters is providing that experience, you see! Stay tuned for Part 2 that delves into the further aspects of Content Marketing.