ARRIA Media provides marketing services to companies in the northeastern United States and beyond. Founded in 2018, ARRIA has a growing repertoire of clients worldwide.
With Cable TV on the decline, viewers are no longer "forced" to watch commercials. Alternative content is consumed at all time highs- and commercial advertisements are skipped at the same rate. Ads on social media are scrolled past. Long form (>30 seconds, for example) "unskippable" ads on platforms such as YouTube, often result in the viewer ending their session.
Enter: Content Marketing.
Conventional advertisements are obviously advertisements- there are "rules" to this area of marketing. Most advertisements follow a rule of threes. In the first three seconds, the viewer should be able to identify three things about your brand; your brand's position in the industry, your brand's image, and the purpose of your advertisement.
Content Marketing directly contradicts the basic principles of conventional advertising. With Content Marketing, your company's motivations are more subtle- your primary goal is to engage the viewer, not to sell them on a product. In many instances, the company is here to position themselves as an expert or an authority on a topic.
The method and strategies will vary depending on the company and product, but the general concept remains the same. Content Marketing products range from photos and short form videos on social media to long form videos on YouTube, or even TV programs and movies. Content Marketing also includes written materials like blog posts, pamphlets & brochures, or long-form books. Chances are, you've unknowingly consumed this type of content in the last week!
Content Marketing is not just a fantastic way to reach your customer directly, it also builds trust in your company. Though ethically debatable, good content can result in a parasocial relationship developing between the viewer and the company (or host). Have you ever identified with and empathized with a character in a movie or show? The psychology behind that bond facilitates a level of loyalty untouched by traditional marketing strategies.