There is nothing more obvious than having relevant content for your campaign that your target audience can relate to. The main questions that always arises is what is the right content. Which type of content can help you deliver value, be relevant, and consistent to attract and retain your target audience.
Content marketing is defined as “Strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”
Now read the definition without ‘valuable and relevant’ that is the difference between content marketing and other information that you are loaded with which is un-necessary, ineffective, and all the other negative adjectives. Something that I have realized is people today understand when they are being marketed too and this makes it more difficult for marketer to successfully get their point across.
I believe there is no exact mantra that can be followed to make the content more relatable, but it is very likely that if you are able to link your product to people’s lifestyle and establish a deeper relationship the campaign is a success. There are many successful examples of such businesses that have been able to connect with people and integrate their product into their lifestyle.
Red Bull is one of the examples that fits the valuable and relevant part of the definition. They have successfully created a class of people from 18-35 years old that had made it their lifestyle.
John Deere is another example of successful content marketing with its magazine The Furrow. Keeping their editorials about the people and not them has made this a successful magazine for centuries.
The main questions that still remains at large is what is the right way to connect? I sometimes believe emotional connection is the best way marketers can come through to customers and connect with them but that has also not been the case sometimes.
Let me know what do you think about this?
Wander Bee 
Hey, great post! Content marketing is definitely important for marketers. A lot of the times, the reason why ads fail is because they are unrelated to the target consumer. Hence, the content of ads is really important and the emotional message that it intends to convey must be deeply considered.
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why do you think about AI’s leading to personalised advertisement based on your related searches and interests, would that help marketers provide relavent content? It is also important how we reach out to consumers. I think relavent content can get engagement. It will not be able to get and provoke futher action amongst consumers toh!
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An emotional connect maybe the answer when it comes to certain situation but a customer must be able to relate to the advertisement presented .
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That is the task at hand. A best example I can think of is red bull. When red bull started of with the animation ad’s of ‘It gives you wings’ there content was targeting a particular part of people’s life that is the healthy lifestyle. Hence content and customer characteristics are very important to be understood.
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A relatable content pitch is everything a customer can ask for , value to the content is added by sufficient and proficient research.
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What do you think is the best way to approach the customer. Some customers are motivated by value and some are motivated by emotional Appel. Even if the content is as perfect as it gets in relation to the campaign, who is that content really going to appeal to is the question that follows next.
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