Mascara; How it led me to love Content Marketing
October 7, 2009
Hi,
I still have about 80 pages left in our book, “Get Content, Get Customers“, which I “had” to read it for work… but it really is great and I recommend it to everyone!
Basically, it defines and gives examples with real data on what has been becoming more and more obvious over the past few years. Traditional online marketing just does not do the trick anymore. Every company website can be snazzy and appealing to the eye. The general public used to be tricked and if a company had a good site, it was credible, and if not, it was sketchy. Pretty simple. (If a website is bad, I do not buy.. so that part still holds true!).
Now, to gain credibility, to draw new customers to your site, and to get repeat customers and viewers, it is all about content. Marketers need to create relevant, helpful and interesting content that engages viewers. Even better if you can incorporate social media.
For example, a few months ago I was googleing the 2009 best mascara for long, lush lashes. Immediately, Makeup and Beauty Blog, came up. This is a blog with tons of tips, trends and how-tos about makeup. It is also very closely related to MAC as Karen, the founder, is a huge fan. Now I spend tons of time on this link, and am always getting new ideas and checking out new products I otherwise never would have found or thought of trying.
And it is not only for MAC products, Karen talks about all different brands, giving tips and reviews on them. So basically the point is that you cannot have content only related to your brand, you truly need to educate viewers on the competition, so you do not look sleazy and therefore gain credibility.
Personally, if I had a few spare minutes between calls, I wouldn’t really chill on the MAC website. The Makeup and Beauty Blog, however, I definitely hit up a few times a week. It is updated on a daily basis so there is always something new and exciting to explore. I assume there are a lot of people out there with similar habits as my own… driving the viewers and potential customers to the MAC site astronomical!
DO IT!