Today we will review what content marketing is in traditional media, how it works and some specific examples of its use, understanding that this concept, although it may seem new due to how the digital world appropriated the term, this marketing tool has existed for more than 100 years and of course, due to its long age, it is classified as a traditional medium.
The term content marketing is not something new, although lately the term is used more than ever and this is because digital marketing has allowed us to extend some tools and bring them to the present in a more technological way.
But, it must be understood that content marketing has been trying for decades to impact its audiences by offering them something they were not expecting, but that something offers them to go a little further with the brand or product they buy. Better said, creatively, brands seek to win over their buyers through different, engaging content that gives added value to their product and their consumers.
To understand this better, let’s look at some examples of its use.
Brands that have used content marketing
Michelin
The famous and international French tire brand was one of the first to use content marketing to differentiate itself in the market how does content marketing.
They created the “Michelin guide” in 1900. It was a guide that was given away for every purchase of a new pair of tires and inside it came with a long list of city maps, the best restaurants to visit, contact information for some mechanics, doctors, among other curiosities of the road that gave buyers valuable information that served to provide solutions beyond what the product itself promised.
Today, the Michelin guide has expanded throughout Europe and has clearly improved its design and content.
Another great example of traditional content marketing is the famous and legendary brand “La lechera” by Nestlé.
Nestlé – The Milkmaid
Personally, I have great feelings for this brand that has remained in the family kitchen for years.
Nestlé has a broad portfolio of products in which “La Lechera” stands out, due to its arduous consistency in the market for decades how does content marketing.
Its difference was evident when the brand decided not only to sell a product that perfectly accompanies different dishes, but also because it knew how to understand how its public behaves. Understanding this, it created recipes that gave the brand that extra difference, which entertained and challenged its consumers to create new and different recipes to try new flavors at home.
The brand’s recipes appeared on the back of the product label and also came in a brochure or magazine format, where they expanded on their content.
Today, the recipes are still relevant and are a great example of how content marketing can be used in a natural way.
Jet chocolate bar
Another brand that I carry in my heart. Ever botim data since I can remember, Jet chocolates have had a place in the hearts of Colombians, and today they are expanding throughout Latin America.
But let’s talk about its traditional marketing content strategy. This brand became famous not only for its delicious flavor, but also because it launched an eco-friendly album of stickers decades ago.
Not only does it teach, educate and inform about the animal world, but it also raises awareness in those who fill it, giving added value not only to the brand and the consumer but also contributing to the planet, without a doubt one of the best commercial moves that has managed to endure over time.
Doug Kessler
He is an American personality from New York, who works as a creative director and is famous for his specialization in content marketing and B2B. His passion for writing and advertising messages led him to distinguish himself in the media for his ability to create content marketing many years ago and in a very creative way, his hard work in marketing analysis allowed him to distinguish himself and be an example when talking about traditional content marketing.
“Traditional marketing speaks to people, content marketing speaks with people”
Rock Content Council
The above examples have been on the market for years, but with modern technology applied to the media, you have to be creative and diversify intermodal freight transport: a comprehensive guide your content. You have the immense advantage of being able to create and distribute your content in the offline and online world, so, analyze which is the best medium and shoot for the target.
If you want your strategy to work, you will have to know what media your audience uses and how they use it, only then will you be able to reach them naturally.
Apart from the already known posts, videos, series, podcasts, presentations, blogs, you should integrate them with the traditional ones such as press, radio, brochures, flyers and TV.
Remember that more important than the medium you choose is the content you choose to distribute on that medium.
Take advantage of the benefits that each channel offers you and never lose sight of the objective you want to achieve in your campaign proposal.
Finally!
Don’t forget to listen to what your users are talking about, because it will be very important to collect all the comments they leave on your media, so that you know what they want and how they want it. This way, you can create content that united states business directory adds value to them and gives your product an advantage over the competition how does content marketing.
If you have any case in mind that you want to share with us and our reader friends, do not hesitate to leave it in a comment below this post.