What is Content Marketing?
Content marketing is about building an audience and positioning yourself or your company as experts in your field. In other words, Marketers everywhere are using content to build their brands. From the article, blogs, videos, whitepapers & infographics, content marketing are leading the way in digital marketing hoping to drive awareness and customer engagement. It’s all about content. That is why Content is king for marketing.
It’s all about content
Content marketing is the leading focus for marketers this year, ahead of SEO, email, and even social media. They’re using content for lead generation, to build brand awareness, and to deepen customer relationships. Marketers aren’t just shifting their focus towards content, they’re also moving their budgets.
As brands become publishers, they’re creating everything from articles, white paper, and slideshows, to sponsored posts, tweets, and eBooks. But of all the content marketing tactics they’re using, two, in particular, are gaining notable traction: video & infographics. Why? Because they work.
So much content, So many channels
With so much content being created, where does it all go? Marketers are exploring new channels to distribute their messages. From social media to micro-sites to channel partners like visually, marketer’s ant to make sure their content gets seen. Content marketing drives results for both B2B & B2C marketers, content marketing tactics are an effective means to an end they drive consideration, sales, engagement, and loyalty.
7 Things You Should Do For Content Marketing Success
Blogs: write about relevant content and make it accessible from your website. Blogging is extremely useful for connecting with your audience, expanding your brand’s online presence, and acquiring new customers. There is also a strong correlation between blog post frequency and customer acquisition.
E-books & Whitepapers: Downloadable content, great for data collection, asking for an email address or a tweet in exchange for a download. These longer content pieces often take more time and resources to produce. Generally, a prospect must complete a form on a landing page before they can download the content, thus instantly converting them into a business lead. Because their production is more extensive, eBooks and Whitepapers consider premium content marketing offers.
Video: Informative videos, i.e. how to vids, vlogs & reviews. The easy way to share information and put a face to the business. Thanks to the increasing popularity of video-friendly mobile devices and social sites like YouTube, video marketing is finally gaining momentum. Studies have shown that those who view video are much more likely to make a purchase than those who do not.
Podcasts & Webinars: Podcasts are great for listening to while driving, or out walking the dog! Think audio book, or radio show. Webcasts & podcast both contain visual & audio content that can be downloaded and listened to at any time, though lacking the element of interactivity, they can be broadcast to reach a very large audience.
Email Marketing: Still the most popular form of online content marketing, many businesses is using email marketing as more than just a direct sales channel. Both B2B & B2C marketer’s way to provide valuable, relevant content to prospects and customers.
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According to Lloyd Morgan production, 70% of business decision makers say content marketing makes them feel closer to the sponsoring company. Original content is key to social media strategies, future SEO and building trust with businesses and consumers. The next step is ensuring your content is engaging and useful, whether it’s a blog post, video or infographic.
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- Define and understand your audience. To define their interests needs influences, etc.
- Have goals. Align the messages and media to your objectives. I.e., grown brand awareness, generate a lead, etc.
- Start telling the story. Make the story relevant and resourceful. Design the media to be shareable and searchable.
- Don’t let writer’s block stop you. You don’t have to be creative or an expert to develop content. You don’t have to represent a sexy brand to share online via social media.
- Consider curation. By collecting, sorting and aligning information, your content can attract links and build awareness.
- Way to curate content:
- Aggregate: Compile content into a single location.
- Simplify: Break down complex content into key points.
- Elevate: Tie a number of small concepts to a larger theme.
- Mashup: Find content from a variety of sources for a single message.
- Timeline: Review shifts of trends and topics for benchmarking.
- Use social media to help reach your market. Make content easily available using tools like Facebook, Twitter, Pinterest, LinkedIn.
- Win with content marketing:
- Track your content regularly.
- Measure the number of visits, referrals, links of your content and the number of likes, comments, retweets, followers on social tools.