TOW#495 — Content
Thursday before last, when I wrote about the Vardar handball team’s championship, linking the weekly tip to one of the most important elements of their victory — motivation — I also explained, at the end of the text, a little bit about their influence on the rapid and spontaneous gathering of people on the main square. I wrote that thus far no organised and marketing-supported initiative has managed to gather such a huge mass of people in one place, without any prior planning, organisation or pressure.
Of course, since this is weekly advice for professional and personal development, let’s also link this event with a topic from business or professional life, or consider it more from a marketing / sales aspect.
What gathered all those people in the square? Why does it sometimes happen that despite a great (advertising) campaign, a bunch of money spent and a huge team hired, in the end the effect / result doesn’t go as planned.
It’s all down to CONTENT! The final effect, i.e. whether it’ll be weak, average, excellent or impressive, depends on what you’re offering, and on the essence / quality / value of the particular piece of information or product or service. The product or ‘content’ offered by Vardar’s team was — European handball champions (for the second time).
It doesn’t matter if you have a fantastic and expensive advertising campaign, or a guy wearing the most expensive brands, because if the product (or the guy’s character) is bad or not at the level of what’s being promoted, the effect will be negative or underwhelming. The old saying still holds true: “if the product is superb, it’ll sell itself”. Now, I don’t know whether or not it’ll truly sell itself (maybe we’ll examine this another time), but the point is that if customers like it they’ll promote it on their own, and they’ll be much better promoters than any TV or radio. All of that is down to the product’s quality or ‘content’.
Consumers are already flooded with promises, lies and fabrications by companies. They all promise the ultimate, the best quality, these or those specifications and benefits, but in the end when the customer tries the product or service they’re disappointed. The bright colours and the form attracted them. They tempted them to buy and use the product, but the ‘content’, the quality was not at the expected level.
No matter how aware we are that nowadays everything is thrown on appearance and real values have been totally lost (both in business and in life), nevertheless, what I’ve experienced over the years of working in marketing and sales is that if you have a good product and / or content, the word will reach those that it’s supposed to much faster.
“78% of buyers prefer to hear about a company through an article rather than an advert.”
(content marketing)
Content is a word used very often in marketing, i.e. promotion. When talking about ‘content marketing’, a term used in the digital advertising world, we frequently hear that content is everything. Entire strategies and concepts are developed in order to get a company closer to customers with a relevant article or message. Adverts no longer have that power. The best is when someone else talks about you (recommends you), not when you do it yourself through adverts, because that means that you’re truly offering content (product, service) that’s worth having.
Wishing you success with the changes to come,
Petar Lazarov
“Tip of the Week” Team member
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