Understand the importance of creating relevant content within marketing strategies.
Copywriting has always been a decisive factor in companies' marketing planning. Responsible for leading the construction and concept of campaigns, advertisements and slogans, copywriters are tasked with using language as a tool to attract consumers and balance the context of a marketing action with the values and objectives of a brand.
That said, it is interesting to note that, given the growth of trends such as inbound marketing, for example, content has taken on an even more tactical role within a brand's positioning strategies and, today, it is a field of activity that involves not only advertising copywriting specialists, but also journalists, press agencies and, directly or indirectly, even sales, customer service and after-sales teams.
In other words: the way we communicate with leads, customers and the market itself has become the focus of dedication for an entire ecosystem of professionals who, aiming to place the customer at the center of a business's attention, use content as a tool for generating relevance and loyalty.
The marketing transformation journey
In 2019, a study by the Mundo do Marketing portal with more than 1,300 companies in the country showed that 94% of those interviewed adopted digital marketing as a growth strategy for their businesses.
Data like this reflects a change in the marketing positioning georgia whatsapp data axis of organizations: if previously outbound strategies (advertisements, television and radio commercial insertions, billboards, banners, among others) were at the core of marketing actions in companies, currently, inbound marketing – focused mainly on digital channels – is the order of the day in the search for growth and attracting a target audience.
And the big difference between inbound and outbound is the perspective of the actions: while in outbound, we have a relationship of more passive consumers, who receive communication from a brand in a non-spontaneous way, usually through an advertisement (that is, the brand goes after the customer); in inbound marketing, the concept of attraction marketing is used, in which the customer comes to you through content that caught their attention.
Hence the importance and centrality of content in such strategies. It is no coincidence that content marketing is one of the terms used to categorize the inbound universe.
It is also worth mentioning that this journey of changing the axis of companies' marketing strategies was also possible due to the democratization factor, which is intrinsic to companies' digital positioning actions.
To give you an idea of this scenario, the cost of an inbound campaign can be up to 62% lower than that of a traditional outbound campaign, and can generate up to 3x more leads. The data comes from Demand Metric and was compiled in a 2018 article by Rock Content.
This does not mean, of course, that traditional marketing is obsolete, but rather that, nowadays, it needs to be used in a more planned way and as a complement to content marketing strategies.
Content, marketing and press
Within this entire context, as I reinforced above, there is an entire network of specialists working to design a company's digital marketing.
In an ideal scenario, we have, for example, copywriters and marketing directors coordinating the entire strategic vision of long-term planning; we have journalists working on research techniques to create relevant content on a company's channels, and sales, after-sales and customer service professionals aligned with a brand's discourse in their routines.
Furthermore, in this scenario, there is also the work of press offices to position – always spontaneously – news of public interest about a business capable of complementing a company's market positioning efforts and bringing its strategic data, research, actions and values to society and consumers in major media outlets, so that credibility is broadly built for a brand's entire discourse.