An audience of content-consuming subscribers can grow an ecommerce business. But in a world of content creators, engaging that audience is increasingly competitive.
Sales channels for online merchants typically include Google Ads, search engine optimization, email, and social media. Each relies on putting a message in front of prospects.
The PESO Model
The paid, earned, shared, and owned (PESO) model is one way to consider the various audiences a business may engage through marketing.
If it buys ads on Instagram, an online store addresses a “paid” audience. Instagram more or less owns the audience and sells access to it.
A “shared” audience could describe organic social media marketing. A business creates TikToks or Instagram Reels to engage an audience that is, in a sense, shared with the social media platform.
But the “owned” audience — directly engaged with the business — is the most powerful. Content marketing is an excellent way to develop an owned audience.
Content Marketing
Content marketing is creating (or curating) articles, videos, podcasts, and the like to attract, engage, and retain an audience of potential customers. Ideally the content is entertaining, informative, or otherwise useful.
When it was new, content marketing could position a business as an authority in a given industry. It can still do that circa 2022, albeit with much more competition.
Say you wanted to start a direct-to-consumer plant-based supplement brand. Developing an audience on Instagram...
Read Full Story: https://www.practicalecommerce.com/content-marketing-in-a-world-of-creators
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