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People love ads. They just don’t want to see ads that look like ads. They want to see ads that look like content.
What is content marketing and why is it so popular ?
All of us know that Wright brothers invented the airplane. Did you know that there were other contenders in the Flight Race that were much more ‘qualified’? One of them is Samuel Langley. He had access to a lot more funds and resources and his only downfall was the focus on the wrong fixation. He was always trying to build a better engine.
Wright brothers instead focused on building a better glider. That was how they started ‘flying’ eventually.
Today’s social media marketers are focused on the Engine-Adtech, machine learning and AI algorithm. They forgot that it is content that moves people to take action. Good old content marketing is the glider that will make your digital marketing campaigns fly in Singapore.
Fact #1 : Google & Facebook reward advertisers that put out great content with higher quality score and lower Cost per thousand impressions. This translates to higher ROI in your content marketing campaign. Acting in accordance with the ad guidelines trumps any algorithm manipulation.
Fact #2: About 60% of the sales process is already complete before a prospect ever speaks or has contact with a salesperson. (Harvard Business Review). In the internet age, this statistic shouldn’t come as a surprise. Unlike in the past, people no longer rely on salespeople as the main source of information. Where do they go?
Fact #3: Traditional branding activities are expensive. A study by Moz shows that the cost per thousand impressions on newspaper/magazine is about 20-40times that of on Google/Facebook. Companies looking at an economical way to reach out to alot of people over time should consider content marketing with paid amplification.
What Content Marketing is Not
The common myths and mistakes of doing content marketing in Singapore:
People commonly associate content marketing with advertorials & sponsored articles. Such content do little to drive sales. Savvy readers automatically presume that advertorials are biased towards the advertisers.
Content marketing is not a branding exercise. Sales results shouldn’t take forever to kick in. In Ice Cube, we power lead generation campaigns using content, driving attributable sales for our clients in less than 1 month.
”Content marketing” is composed of two words, neglecting either one will not work. Too often, we see content that lacks the persuasive impact required to draw attention and drive sales. We do content + marketing.
Remarketing for ROI
Think of content marketing as a funnel where the audience go from awareness of your brand to purchase of your products. Instead of stuffing prospects with sales messages from the get-go, we use content that appeal to their general needs at the awareness stage. The readers of the content are added to a remarketing list and then sent to a landing page where the offer is made. This ensures that business results are tracked .
Services we provide
Landing page & ads copywriting
Competitive content gap analysis
Content research & writing
Social media marketing
Why can’t I just run discounts on Google and Facebook instead of going through all the hassle?
We all know that the downsides of discounts & promotions- cheapening the brand and training our customers to buy until during discounts. Marketing is about influencing perception and increasing perceived value. Using content to enhance the perceived value of your product/service attracts more customers without having to run discounts all the time.
Do I have to do everything from video to infographic to blogging ?
Nope. Content marketing doesn’t mean having to build a whole Straits Times publication. It can be done at various scales and still provide results.
How much do you charge?
We adopt performance based based pricing model tied to your sales results. Check with us for more details.
Is your business suitable for content marketing ?
Talk to us to find out more !