Ad blockers are crippling ad-based marketing, and content marketing is the new way forward. The traditional form of advertising has been used for centuries, which might be why we are universally sick of seeing ads. Especially with the internet’s audio and visual capabilities, we have been overwhelmed by intrusive ads, which we are forced to actively dismiss or sit through before we can reach the content we want.
Social Media Today’s report shows that the vast majority of ad block users are motivated to by having too many ads thrust at them.
Digiday estimated back in 2016 that if ad block users maintained their numbers at the time, publishers would lose 35 billion dollars in wasted investments, and a Global Web Index report shows that the number of users has nearly doubled since then. So how can modern marketing firms address this problem?
The answer is to create the content internet users are seeking.
The Many Faces of Content Marketing
Content marketing comes in as many forms as there are ways to consume media.
You may already be familiar with the concept of company blogs providing product reviews, recipes, or how-to guides, but anything that provides value to consumers can be considered content marketing.
Makeup tutorial videos are a great way of not only helping consumers learn how to use a product but also demonstrating its effectiveness and finished appearance. Launch Metrics discusses how you can leverage an existing audience by providing free samples, discounts, and more to people known as “influencers.” These are people who already have followers on YouTube or similar private sites, and a small investment of freely given products can net a considerable return on investment (ROI), all while growing your customer base.
An older example of this kind of content marketing would be Bob Vila. He was on public broadcast television for 30 years, demonstrating techniques for completing common repairs and restorations around the house using specific brands of tools and sourced material. Both Bob Vila and the Craftsman brand tools are still household names.
Utilizing influencers is even more affordable than this example, as you don’t pay for their production or broadcasting. Sometimes, you do arrange for a one-time payment to the influencer in return for their time and review of your product. Nearly always, you provide a free product that the influencer tries out. They share their opinions with their followers. If you have confidence that people will love your product, this is a great strategy.