One of the speakers at ROMI ’24 was Andriy Zubenko, co-founder of the content marketing agency U.N.C.L.E., which has been helping Ukrainian and international brands increase recognition, attract new audiences, and boost sales through effective video content for 7 consecutive years.

Video content is one of the most powerful tools for any brand. It can be presented in various formats: from detailed product reviews to short video explainers that clarify complex concepts. However, useful content that answers audience questions is the most effective. When people search for information about a particular product or service, they usually start with an internet search. If our video content meets their queries, we not only attract new customers but also increase the loyalty of existing ones.

Content marketing is a comprehensive strategic approach that involves creating and distributing valuable content to attract and retain an audience. But it’s important to understand that content strategy must be an integral part of the brand’s overall marketing plan. This means that all marketing activities should work synchronously, supporting a single goal. To create truly relevant material, it’s necessary to deeply understand your audience: their needs, pain points, and desires. Only then can you develop content that not only informs but also masterfully solves users’ problems.

Combining expert knowledge and innovative approaches to content making allows for creating a unique experience that stands out among competitors and attracts the target audience’s attention. By engaging experts and implementing effective processes, we not only save resources but also create more quality content in less time.

After developing content, it’s equally important to ensure its effective distribution. Today, users consume content on different platforms, so it must be adapted to different formats (horizontal, vertical, square). This makes it possible to reach the maximum audience. Organic distribution is quite a long process, so it’s worth using paid promotion tools. After all, even the best content won’t bring the desired results if your audience doesn’t see it.

At the same time, all created material should be aimed at achieving specific business goals.

That’s why content strategy should be closely linked to the overall brand positioning strategy. But content marketing requires long-term planning, so gradual audience building is an integral part of it.

By developing relevant material, you not only sell a product or service but also build strong relationships with your audience. Users who regularly consume your content become more loyal, trust your brand, and, as a result, make purchases more often. Additionally, content marketing allows you to position your brand as an expert in a certain field, which increases its authority.

First, content doesn’t impose a product but offers value. It educates, entertains, or solves urgent audience problems. Unlike advertising, which often has a short-term effect, content is a kind of investment in your business’s future. Although its creation requires time and resources, it works for you 24/7, attracting new customers and significantly increasing sales volumes.

Many people wonder when exactly they should start engaging in content marketing. Experts believe that the best time for this is when the brand already has a clear strategy and basic tools: recognition, positioning, a website, and configured advertising. This ensures continuity of user experience: people who get to know the brand through content can easily find the necessary information and make a purchase.

“We created a series of videos for the car dealer Praga Auto that covered the entire customer experience — from choosing a car to service maintenance. Through video reviews, explanation of technical characteristics, and demonstration of the service center’s work, we built customer trust in our product. The personal approach proved especially effective: car dealership managers became the ‘faces’ of the brand,” says Andriy Zubenko, co-founder of the content marketing agency U.N.C.L.E.

This content not only attracted new customers but also turned them into active buyers. Some might note that Praga Auto’s channel has a relatively small audience of 6,000 subscribers. However, brand channels shouldn’t be compared with auto blogger channels, as they target diverse audiences and pursue different goals. It should be considered that Praga Auto is a local car dealer with a specific target audience. Comparison with large national brands is not appropriate in this case. Therefore, 6,000 subscribers is quite a good result, considering the average number of cars sold per month.

By creating interesting and visually appealing material, you can provoke its viral spread. When users share your content with their friends, it significantly increases audience reach and brand recognition. Content marketing allows you to actively interact with your audience on social media, respond to comments and questions, which helps strengthen trust.

Another case — the “Podruzhky” (Girlfriends) project for the women’s hygiene brand — became a vivid example of how content marketing can go beyond product promotion. Through a deep understanding of the needs of young women aged 18-24, the U.N.C.L.E. agency created useful content that not only informed but also motivated. Engaging experts from various fields (psychologists, sexologists, gynecologists, sports bloggers, etc.) allowed for creating a real community where girls could share experiences and find answers to their questions. The project not only increased Kotex’s recognition but also contributed to forming a positive image of the brand as socially responsible.

The channel demonstrated rapid growth, and audience feedback showed high engagement: numerous thanks were received for relevant information that was often inaccessible to girls. This success resulted not only from publishing quality content on YouTube but also from a comprehensive content strategy that encompassed the website, Instagram, and collaboration with influencers. In a short period, specialists created a powerful online community with over 120,000 subscribers. Here’s some interesting statistics:

As we can see, organic traffic on YouTube accounted for up to 75% of the total volume, equaling about 2.5 million views per year. Additionally, in-depth data analysis showed that this content was extremely relevant to the target audience — over 50% of videos were viewed in full. Thus, the Kotex brand increased its market share by 19.3%, which is an absolute record over the past 10 years, and boosted sales by 26%. It should be noted that all this was achieved without using traditional TV advertising. The company bet on digital marketing, particularly content marketing, which fully justified even the most ambitious expectations. As the data shows, trust and close collaboration with marketing teams are key factors that allow brands to implement the most ambitious ideas and achieve their goals.

The effectiveness of content marketing depends on many factors, such as content quality, its relevance to audience needs, publication frequency, and multichannel distribution. It’s important to understand that content marketing is a long-term process that requires a systematic approach and investment.