Jose Borghi of Mullen Lowe on Marketing

The old maxim “advertising is the soul of business” seems to be gaining a companion: “content is the soul of business.” Every day that passes, more and more companies become adept at content marketing, accompanied by her partner, inbound marketing at https://joseborghi.com/. Going with headquarters to the pot, entrepreneurs expect to get results quickly, as if the strategy itself was the solution to their problems. But let’s remain calm. First, what is content marketing and inbound marketing?

According to José Borghi , CEO of Mullen Lowe Brazil, former Borghi Lowe, inbound marketing is a strategy to attract audiences by delivering a material to help solve their problems, ie, delivering relevant content. It is through this commitment that the brand gains authority in the market and customer trust. In turn, content marketing enters this process with the construction of relevant material.

If all goes well, the customer makes a purchase, or contract service, says José Borghi. OX of the question here, is the development of the strategy. Excited about the novelty and the possibility of getting more customers, many companies end up making a strategy that is poorly planned and done in a hurry. Some content marketing concepts spread wrongly, lead to an alleged instant solution, says the publicist Mullen Lowe Brazil, former Borghi Lowe . Some of them are:

“Look smart. It is clear that the company will publish on your website or blog intelligent work with original content ensuring that it is applicable in all social networks, that the brand will earn points,” comments José Borghi. But in content marketing strategy, it is not enough. There needs to be a plan that goes far beyond an interesting content. We need SEO optimization, the buyer persona study, buying journey, etc. Find that only a published text will be the salvation of the country, may end up being disappointing, reinforces Jose Borghi, President of Mullen Lowe Brazil.

Be useful. In fact, this is one of the main pillars of content marketing and advertising. But do not just offer useful content considered without knowing who the reader and what is really useful to him. What you need to ask is: who you are writing? At what time of the journey is the consumer in at that stage? It is no use to present the testimony of a satisfied customer, for example, talking about the benefits of having purchased a product, whether the consumer is still starting to research about what exists in the market.

Today’s consumer is well informed before they buy anything. In this case, what the company needs to provide is information, not evidence – emphasizes the CEO of Mullen Lowe Brazil.

At the height of social networks, it is clear that the company and its contents cannot be ignored. Disclose the material in different areas is critical. But if social networks are not selected and studied, the broadcast material will fall into the content of turmoil that people receive on a daily basis and for which no interest. In addition, the advertising of Mullen Lowe Brazil recalls that being present is not just posting stuff and go. You have to participate. If readers say, we need to respond to comments, be really present.

If the content and inbound marketing strategies are followed, it is quite possible that the entrepreneur will not see the expected results. If this strategy at some point seemed to be an easy solution, you need to rethink. It requires preparation and patience.