7 Ways Consumers Have Changed and Why You Need Content to Reach Them

Marketing has undergone a fundamental shift. Nowadays, if you want to get your message out, you’re going to need a good content marketing strategy

25 May 2016

  • Content

Consumers have become more sophisticated in the way they interact with the media, organisations and brands. To retain the interest and trust of their customers, marketers need to change what, when and how they communicate.

That’s where content marketing comes in.

If you’re new to content marketing, or just schooled in the old ways, here’s how consumers have changed and how a good content strategy is increasingly the only way to reach them.

THEN
Produce communications aligned with your product/service schedule, and the audience will consume it. Design copy around Search Engine Optimisation (SEO) for success.

NOW
Overwhelmed with content being pushed to them, consumers filter judiciously, and seek out relevant information when they need it. Consumers decide from whom and in what format they will consume communications.

THEN
Talk about your products, and the audience will be interested and engaged. The audience trusts media outlets and will believe what organisations have to say.

NOW
The modern consumer is sophisticated and sceptical, and relies on multiple sources, including social media, for research and recommendations before taking action.

THEN
Consumers are easy to find, because there are few media sources available.

NOW
As consumers choose their sources and filter content, the audience has become scattered across media, and digital social networks.

THEN

Success measured by media distribution.

NOW
Outcomes measured against a sophisticated set of criteria including tracking the content through to sales or other business objectives.

THEN

Simple customer segmentation by demographic characteristics is all that is required.

NOW
Customer and audience targeting has developed from demographics through personas to personalisation.

THEN

The traditional funnel will move customers from awareness to consideration to product purchase. The focus of communications is on sales.

NOW
Content needs to connect with audiences at all stages of the customer experience, and be relevant at that moment to help them move along their own journey towards purchase. Content marketing opens a conversation with a prospect and ultimately builds trust over the long term.

THEN

Build it and they will come.

NOW
Find out where, when, who they are and deliver what they want.

At a broad level, content marketing drives an action in an audience with a commercial outcome. At a more detailed level, content marketing includes a broad range of skills, analysis, creativity, insight and above all, a good strategy.

To learn more about content marketing strategy, watch Richard Parker's video below and check out our Content Marketing Strategy Course.

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