Fill the void in your marketing with content marketing
45 Airplanes. 380 Flights. 67 Airports. & Capt. Gopinath
In 2003-2004 When the fare for one way flight between Chennai to Delhi was close to Rs.7000/- One man made it possible to fly at just over Rs.500/+ & it was possible for Capt. Gopinath who found an existing gap, a void in the market. He introduced "Dyna fares" the flexible fares which started at Re.1/-.
The seed was sown in his mind, when Capt. Gopinath, a retired Army Officer was on a vacation in Phoenix, US. The reason for the birth of the idea was the airport managing around 1000 flights, handing 1,00,000 pax per day. Compared to 40000 commercial flights daily in US, India managed about 420 flights with all the airports put together. Here is the void in Indian Market, he found a huge and an enormous opportunity.
The opportunity
Though India had AI and Jet airways, we did not have flights similar to Southwest airline the LCC. Even if he could get a tiny fraction of the crowd travelling by train, he would be successful thought Capt. Gopinath. Thus Air Deccan came into existence. The first LCC airlines venture in India starting in 2003 with 6 ATR Turboprops.
The early bird fare
The early bird fare of Re.1/- the “Dyna Fare” was a great hit which attracted the target audience and prospective customers, as well made it possible for travelers of train to flock in to try the luxury of flying in Airplanes. The benefit was the cut-off of travel time and a huge benefit on air-fare compared to other major airlines and a marginal difference from train fare.
Finding the void, is finding the opportunity.
Capt. Gopinath found the void in the market, a Low Cost Carrier connecting Tier-I and Tier-II . He found that if the train traveler could raise the spend marginally, they will be able to travel though air. One who could not afford the luxury of airlines like Jet Airways and AI, did not miss this opportunity. Where flying between two cities at less than the price for a train journey wasn’t something which one might of thought of, but was made possible by filling the void in the market.
Once you have identified the void, the opportunity, the next step would be planning, strategy, implementation and your content will play a major role in building customer base and winning the trust of your target audience.
(Please scroll down for the entire story of Air Deccan)
Are you aware Content Marketing produces 3X more leads on each marketing spend. It cost about 62% less than the traditional marketing. More than 61% of the purchases happened in B2B with a recommendation from a blog.
Content marketing statistics show that the Content Marketing Strategy can help you build the sales funnel faster at a cost lesser than the traditional marketing. It is the effective content marketing strategy that drives more traffic to your website and generate leads for your business.
Content focus to be on a solution to the problem
Earlier creating tons of content sounded good to rank better in search engine, but with passage of time and the competition heating up trying to rank for the same keywords, it has become important that the right and relevant content matters.
It’s not only about relevant content but also, whether your content is able to address the pain points of your customer? Have a customer been able to find solution to his problem?
#1ranking - Word count is not a ranking factor
Though there are estimates that more long form the content, better the chances of #1ranking on Google, but google says “Word count is not a ranking factor“. It is also a fact a single piece of content will not hold good but you need a network of interlinked content which compliments or links around the PILLAR CONTENT compounding and leveraging the power of pillar content. In content marketing it is not just the keywords but relevance is also given to the topics which you want to rank for.
All said and done, does your target audience benefit from your content, after visiting your website. How effective is your content marketing, or how content marketing is helping your brand, does your content marketing drive traffic to your website, does your content marketing help increase sales?
Why Content marketing is important?
Contentmarketing : Helps drive traffic to your website
Content : Build’s trust with your target audience and helps your customer base grow.
Content Building : Display you as an authority on the topic
Conversion : Content helps increase conversion rate
Business Growth : Content generates more business
What is the purpose of content marketing?
The basic purpose of content marketing is to attract, engage and retain your target audience.
How to retain your target audience?
By sharing relevant information through different platforms, relevant channels frequented by your target audience and in suitable formats making it easier for your target audience to consume and act upon it.
How content strategy helps?
Content strategy establishes your expertise on the topic, which encourages your target audience to come back to your website again and again for more relevant information, they look upon you as an authority on the subject trusting you thereby promoting brand awareness as well creating a primary market for your product or service. The frequent visits has already registered your brand in their minds and whenever there is an opportunity for purchase your brand remains on top of the mind of your target audience or your potential customer.
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Air-Deccan: Read the entire story here
