Content marketing in Kenya has come a long way from the traditional ways of simply putting out mediocre content and expecting results.
In the days of traditional content marketing, social media was completely absent. There was no Facebook, Twitter, YouTube, and so on to boost your marketing efforts. In fact, the internet was unheard of.
Businesses relied on traditional media like Television, Radio, and Newspapers to get their messages across to their audiences.
Fast forward to 2019 where literally everything runs on the internet. If you ask most Kenyans, a day without being on Twitter is like a day from hell. The number of Kenyans using the internet over the past few years has risen drastically.
With the rise of the internet, consumer behavior has completely changed. Before, it was very easy to sell your product to your customers while embellishing the facts.
That’s because consumers had very little information to base their purchasing decisions on. If you said your product was the best in the market, they were bound to believe you. You could get away with being dishonest to your customers.
However, as we speak, content marketing in Kenya has changed drastically
These days, your customers have as much or even more information than you. Consumers Google everything they see or hear.
If you put out a product or service, your customers will go online to determine whether or not it is worth taking a second look at.
Whenever there is a new product or service, I, as a consumer, will always go online to hear what others are saying about it.
I want to see the reviews from blog articles, YouTube videos, online forums, Facebook discussions and so on before I remove my hard-earned cash.
The reason why this is happening is because consumers are tired of being hoodwinked by companies whose only goal is to make profit. That’s where content marketing comes in.
Content marketing in Kenya has become so vital that there are so many content marketing agencies in Kenya that are offering to help businesses improve on their content marketing strategy. However, most of them do not have a clue about what they are doing.
This comprehensive introduction to content marketing is designed to be a helpful resource for those who are looking to get an overview of content marketing and what it entails.
Ok. Let’s dive in!
Here’s what we will cover.
Content Marketing Definition
According to the content marketing institute,
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.
Check out this video on what is Content Marketing
Based on this definition, we can see that the focus of content marketing is on giving value to your consumers through helpful and relevant content rather than pitching products and services for profit.
That’s what content marketing in Kenya should be aimed at. Through consistently giving high quality and valuable content, companies in Kenya can build a long-lasting relationship with their consumers.
In addition to that, they can make their consumers feel valued and cared for instead of just a means of making money. This contributes to consumer loyalty in the long run.
Content Marketing Example
Here is an example of content marketing (Credits to the Content Marketing Institute)
SEO and Content Marketing
SEO and Content marketing go hand in hand. You cannot have one without the other and expect to succeed.
Let me give an example.
Have you ever published great content, that which you took your time to research, and wondered why you’re not ranking in Google?
The answer is simple.
You have completely neglected the important aspect of SEO (Search Engine Optimization). A lot of content marketing specialists in Kenya will probably tell you that to rank in Google all you need is amazing content.
While that is partially true, it’s not enough to get you on that first page of Google. For that to happen, you will need to Optimize your content for the search engines.
This paired up with quality content is a winning formula!
Content Marketing is a Strategy
Just like I’ve mentioned above, content marketing is more about building a good relationship and trust with your consumers rather than selling a product or service.
However, as a business, your goal at the end of the day is to make those sales.
Have you asked yourself why big brands like P&G and Microsoft are using content marketing?
It’s because they have realized that content marketing is a long term strategy for making profit. How?
By constantly giving valuable, helpful and relevant information to your audience, they will eventually view you as a trusted resource.
So, whenever they need information, they will turn to you. As this happens, their loyalty towards your brand will grow and you will be seen as a trusted brand.
Once the consumer loyalty and trust lies with you, they will obviously prefer your products over your competitor’s.
Content Marketing Tools in Kenya
It would be impossible to carry out content marketing in Kenya without the following essential tools. You do not have to have all of them at once. Instead, you could focus on one that will appeal more to your target audience.
Essential Content Marketing Tools
These are the most common content marketing tools in Kenya right now. In the case of Blogs, you could use a combination of the above marketing tools. In fact, according to a research by Orbit media, Bloggers use multiple marketing tools in their blogs.
Visual content like pictures, videos, charts etc are so important in engaging your audience who have a short attention span. This content can be paired with useful information for the viewers.
Whichever tool you decide to use, quality content must be at the center of it all.
If you’re putting out mediocre content and using these content marketing tools, your efforts will be wasted. That’s because at the end of the day, what your audience is looking for is great content that satisfies all their needs.
How To Create a Content Marketing Strategy
To create a content marketing strategy, you first have to understand what your customer is thinking. This is referred to as the Buyer’s journey.
Understanding the Buyer’s Journey
To create great valuable content using the tools I have listed above, you must first understand how a buyer makes a purchasing decision. Only then can you create content that effectively targets them.
There are 3 main stages that buyers go through when deciding whether or not to buy something. These are;
It’s important to note that each of the above stages requires different content marketing strategies.
Stage #1: Awareness
In this stage, the buyer does not know that your product or service exists. Therefore, the aim of this stage is to create content that will make the buyer know about you.
So, for example, if you are selling women’s beauty products, you’ll want to create content that caters to each stage of the buyer’s purchasing journey.
In this stage, you first will make the buyer aware that she has an interest in the beauty product that you’re selling. Only then will she listen to your message.
To do this, you have to find out the pain points of the buyer when it comes to let’s say beauty and skin e.g Endless pimples that never seem to go away.
Come up with content that revolves around the pain points you have identified. For example, ‘How to Get Rid of Pimples Fast’ or ’10 Causes of Pimples’ or ‘How to prevent pimples’…the list is endless.
Once the consumer actually believes that she has an interest in women’s beauty products, she will move to stage 2 where she considers the product to solve the problem.
Stage #2: Consideration
Once people become aware of a problem, they do not go for the solution immediately. Instead, they go through a process of considering whether the product is worthy or not.
At this stage, content marketing will play a great role in convincing the buyer about your product.
Before buying, consumers will do a lot of research on women’s beauty products to know the do’s and the don’ts of the trade. She will look at different beauty products in the market before choosing the right fit.
Here, you could write about, ‘The Ultimate Buyer’s Guide for Beauty Products’ or ‘Factors to Consider when Choosing a Beauty Product’
Stage #3: Decision
This is the stage of the Buyer’s process where they actually buy your product or service.
The customer is aware of your product, he or she has taken time to think about it, and is now ready to make a purchase.
Now you can put out content like Where to buy your product, How much does it cost and so on.
The above content marketing sales funnel could also give us a guide into the buyer’s journey. In the first segment, the buyer is not aware of your product. Therefore, he or she is not likely to purchase it.
In the second segment, the buyer is comparing your product with another in the same niche and considering whether or not he or she should buy it.
Finally, in the last segment, the buyer decides to purchase your product after much consideration.
Please note that this process is not set in stone. You can decide to start from stage 3 and work your way up to stage 1 and vice versa depending on your needs.
Content marketing in Kenya has never been as important as it is today. That’s because the level of competition is so high and so many brands are competing for that top spot.
To be successful, you need to put your audience at the heart of every campaign. Give them relevant, helpful and useful content that your competitors are declining to provide. Have a content marketing strategy in place to help you better target your audience and before you know it you will see massive ROIs.