Today, for buyers, recommendations from friends and expert opinions are more significant. Direct advertising is gradually fading. It still works, but buyers are more interested in truthful information from consumers.

Starting from this simple truth, let's see how we can do successful marketing. The concept of content marketing can help. Content marketing doesn't work in terms of "Buy!" and "Discounts." It involves the constant generation of useful, relevant, and interesting content for users. The difficulty for some companies is that they expect to get fast results from this type of marketing.

After writing a few articles and filming a video but not getting quick results in terms of sales, they decide that content marketing doesn't work. Again, this would mean that you have to spend on these processes, but this is incorrect.

These are the benefits of using content marketing:

• Expertise - When a company is an active player in the market and shares its experience, it creates the following opinion: "They are really good specialists, and they understand the problem. It is better to buy from them."
• Increasing the importance of the site for search engines - Useful and interesting content adds value to the site. As our experience shows, it is possible to promote sites with competitive topics even with fewer backlinks (links from other sites), but with interesting and high-quality content posted on the site's channels and social media.
• Increasing loyalty - When a company is engaged in content marketing, it actively participates in solving customer problems—communication is built on values. Price questions become secondary. The potential customer understands that the company can solve the problem and becomes more loyal to the product. "Brand advocates" may emerge, and if negative aspects appear online, there are "defenders" who say, "This cannot be correct; the company does not work in this way, and if there are problems, the company solves them."

The use of content marketing is an extremely effective mechanism, providing long-term results and ensuring the consolidation of your business in terms of customers and brand loyalty.

Quality Content Development

Content is now a guarantee of quality digital promotion. The only downside is that updating your content takes time, which is precious. Unfortunately, we cannot pause other activities just to renew content or add specific factual elements. This activity is inherent in the marketing strategy adopted by the company and must be carried out alongside all other offline and online promotion measures.

To understand how quality content is developed, here are some technical recommendations that will help you generate quality content:

1. Get inspired by creative sources - Let's be clear from the start: we do not accept plagiarism or any other form of copying information. However, there is nothing wrong with finding inspiration and new ideas on your favorite web resources. Interpret things correctly and add inspiration to your products.
2. Use spectacular images and videos - If you want to avoid the overuse of text on social media, focus on videos and images. That being said, try to avoid stock images—they are unlikely to impress your site visitors and will certainly not help promote your brand.
3. Build informative content - Sometimes, the things we do regularly and perceive as natural may be completely non-trivial to others. You'll be amazed at how many people will appreciate step-by-step instructions on something common. Every content you provide must be informative, simple, and clear to the user so that you build loyalty and bring the user closer to your brand.
4. Accelerate without sacrificing quality - Content takes a long time to develop. However, some tools significantly speed up the process without compromising quality. Here are some important recommendations:

• Use ready-made templates: this saves time. There are tools on the internet that help you quickly create surveys, write product reviews, or arrange interviews.
• Work in "package" mode: Think of dozens of ideas for posts and articles at once, and then start writing. Create complete drafts, not sections. Edit and revise the paper at the end, not during drafting.

We believe this approach to developing quality content can provide long-term results and strengthen your brand among consumers and potential customers.

Forming Messages

In digital marketing, consumers expect messages that meet their personal needs. In other words, the public is influenced in the desired way by the organization only if it considers the source as convincing, rational, and emotionally close.

From a psychological perspective, the source of advertising messages is convincing only if it meets three essential factors: credibility (expertise, status, competence, and honesty), charisma (familiarity, similarity, charm, and attractiveness), and control (power, authority, and supervision).

In general, online messages serve the following purposes: to inform, educate, train, motivate, connect, integrate, promote, entertain, and facilitate decision-making.

When discussing the immutable laws of advertising that we can't ignore, online advertising should ideally:

• Provide clarity on the brand image: Make the customer instantly recognize what the brand is about.
• Strengthen the brand's notoriety and avoid causing side effects (Warning: I'm not referring to guerrilla marketing, which can be slightly aggressive but also comes with a clear goal).
• Reflect the social position of brands: It's essential not necessarily to follow every trend. The message should not be shaped solely by "fashionable" currents, as trends can quickly change and ruin a brand's image.
• Enhance the professional image of the business: The message that reaches the customer is vital. Every campaign you build will persist as a business card in the online world, so be cautious of the associations you evoke and the potential consequences.

There are a few rules for designing marketing messages:

1. Focus on the brand being advertised: Often, advertising is created without considering the brand identity, leading to confusion among recipients.

2. Address the target audience directly: Effective audience targeting helps you reach the people most interested in your brand. Before creating a message, understand your target audience's demographic, psychological, and behavioral characteristics.

3. Deliver a promise to the potential consumer: Advertising should lead to increased sales. The message must promise a unique competitive advantage over competing brands.

4. Differentiate your brand from competitors: The ad should highlight what makes your brand different and better.

 5. Cause a change in consumer behavior: The advertising message should ultimately lead consumers to purchase the product or service.

Targeting Customers by Content

Every self-respecting marketer knows that targeting is a vital but meticulous process. Increased attention is crucial in this segment.

To help, here are some rules that have worked well in several marketing strategies and delivered great results:

• Customer Needs: Focus on the usefulness of your product/service.
• Customer Desires: Use market analysis tools to understand customer wishes.
• Customer Possibilities: Ensure you don’t set unrealistic targets for your customers.
• Be Honest in Your Ad Content: Avoid superficial or artificial content; customers can easily detect it. Organic, aesthetic content is more likely to engage.
• Card with Useful Information: Use relevant and valuable information. Loyal customers will trust you if you continuously inform them.
• Use Retargeting: Studies show that many potential buyers abandon their purchases. Adjust your message to bring them back.

In summary, targeting must be integrated into your business communication strategy. The way you reach your clients is extremely important and requires effort, involvement, and hard work.