The position that a company/brand occupies in the mind of the customer is one of the central objectives of the work of a marketing professional. To convert a prospect into a de facto customer, it is essential to understand that content must tell a story. And, to understand the current scenario of content marketing, we invited Lucas Velho, 26 years old, Account Manager at Vert Inteligencia Digital, who will give enough reasons to invest in content marketing .
A graduate in Advertising and Creative from Mackenzie germany whatsapp mobile phone number list Presbyterian University, Lucas also completed a postgraduate degree in digital marketing from ESPM, and has been operating for nearly three years with content marketing . At Vert, a company focused on services and data such as Social Listening , Analytics, Intelligence and Ads Optimization , among others, he operates in the content management of a major sports brand.
TH: Why invest in content marketing , and how has that become relevant in recent years?
LV: Investing in content marketing has become a very important tool in strategic planning for a brand, product or company. In recent years, everyone wants to attract attention , to have more exposure and this became the essence of content marketing as a differentiation tool.
How so? Simple! If you have strong, engaging content that engages with your customers and can even convert into sales and customer retention, then your audience is approving of your content. On the other hand, if you have weak, common content, it is not possible to stand out positively, which leads to a weakening of the voice power of your brand, product or company.
In recent years, with the creation of various social networks, platforms for the dissemination of materials and applications, content creation has become easier and more accessible to everyone (that's why investing in content marketing has become a given today). You can post photos on Instagram or Facebook, record videos on YouTube or Vimeo, make personal reference boards on your Pinterest and so on. In addition, the demand for the consumption of all this content has also increased, so the reasons to invest in content marketing are greater. Viewers have easier access and want to consume something good, something that adds to their life. It can be said that, nowadays, the viewer identifies more with the brand that consumes good content than with promotional ads.
With proper planning, you can get your message directly to the audience you want to hear, and you will likely spend less than traditional marketing (another reason to invest in content marketing). Lastly, you have more control over the voice and personality your brand, product or company adopts.
TH: With so much content on the web, how do you get the attention of a specific target audience ?
LV: As I said before, there is a thirst for consuming content. There is also plenty of content to consume. There is no magic formula: you need to understand your consumers very well, since they will be the main recipients of your message, the content you want to consume.
When planning, you need to define a persona and have a clear voice, be original and not try to fool your audience, produce content intelligently to help the person fill this need for information and, above all, make her trust what you are saying.
