How important do you think content marketing is for brands and e-commerce stores ?

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—It is very important . There are many companies on the Internet, and people receive a lot of information every day, that is why the best way to make a difference is by providing quality content . I recommend focusing all that content (articles, videos, images, podcasts, tutorials, etc.) on a blog that then becomes an encyclopedia for customers.

[Tweet “With a #ContentMarketing blog, companies can provide answers to their customers’ problems”]

Companies know what customers frequently ask questions , and they also know what frustrations they may have with certain products. On the blog, they can answer these questions and provide advice, guides, and much more . That is why I strongly new zealand email list encourage teamwork in creating content , since each person in the company sees different customer needs.

—What is the current state of content marketing in Canada? What similarities and differences do you find when comparing it with the Latin American market?
—In Canada today, companies understand the importance of creating content because they see the results obtained and how much it contributes to brand credibility . The problem I see in many Hispanic countries is that companies are focused on having likes and subscribers . On several occasions, I have been contacted to ask how much it would cost them to have 100,000 likes, when local social media management companies tell them that they will have 20,000 likes in three months.

[Tweet “The problem with Hispanic companies using #ContentMarketing is that they focus on gaining likes and subscribers”]

All of these people are left speechless when I ask them: What do you want to achieve on Social Media, and how does your current presence lead you to meet those goals? It's just a matter of time before companies realize that the important thing is to create a community and instead of looking at quantity, they will look at quality.

—How would you convince a company’s CEO to invest in content marketing?
—It often happens that marketing or sales people contact me about this issue, they explain to me that their bosses assign them the Social Networks, but then they don't give them the time to have a good presence . It is completely normal for a CEO not to want to invest time or money in something that doesn't give results. That is why you have to explain to them that you have to work with a clear strategy and realistic goals . When the strategy is well structured, the results will be seen, and it is the same CEO who will then want to invest more resources in optimizing his presence.

[Tweet “To see results in a #ContentMarketing strategy, the objectives must be well structured”

In this interview,  Valeria Landívar has made it very clear that Content Marketing strategies do give results, but to do so they must be structured correctly. We must go beyond the number of likes, although we all love that our content is liked, the important thing is that this translates into profitable and real benefits for the brand.