You have probably heard the term “content marketing” but perhaps you’re not clear on what it means or why your business needs it. So let’s define the marketing buzzword and examine why the strategy is critical for business success.
What is content marketing?
Content marketing is a marketing strategy that focuses on creating and distributing relevant and useful content that demonstrates a business’s expertise and authority around a topic that relates to products or services that the business provides. The content also helps potential customers solve problems and provide a solution that can include the company’s products and services.
This is done by creating and publishing content assets, blogs, social media, newsletters, emails, videos, etc.
For example, if a company sells dog food, then
Why is content marketing important?
A marketing goal is to get people interested in a product or service. To do that, businesses must create and deliver value to potential customers. Content marketing can accomplish this.
Content marketing helps create brand awareness more naturally and organically. And allows companies to develop a positive perception of the brand by creating a more personal connection with potential and existing customers. It also helps demonstrate expertise, which builds trust and demonstrates value. All of this helps generate leads, improve sales, and retain clientele.
Successful content marketing typically goes through three stages. This includes the awareness stage, consideration stage, and closing stage.
The goal of the awareness stage is to make the audience aware of a product or service. During this time, there is a focus on marketing. The businesses should appeal to and educate the audience on their product and expertise in the area. Things like blog posts, articles, videos, and newsletters would be helpful in this stage. For example, a dog-food company could share an article about healthy treats for a dog. Or an interior design company can make a blog post discussing the top 5 interior design trends of the year.
Content in the consideration stage should be a mixture of marketing and information. This stage aims to get an audience to consider purchasing a product or service. Therefore, it is essential to make content that promotes awareness but focuses more on demonstrating value and educating on how this product or service addresses the audience’s needs. For example, a funeral provider could write an article about the top 5 qualities a funeral director should have.
The closing stage focuses on securing a purchase from a customer. It is an excellent time to focus on sales and emphasize the value of the company and how it is better or different from other products or services in the field. For example, a public relations manager can showcase the work they have done for various companies.
Types of content marketing
There are many types of content marketing, and companies can cater strategies to fit their needs. Below are examples of common types.
Social media
Social media is one of the most straightforward tools for content marketing. There are many platforms (Facebook, Instagram, Pinterest, YouTube, etc.) used by various demographics. And offer many ways to share content. This can be done via posts, videos, stories, lives, etc. Also, many platforms use hashtags, which can help content reach a target audience more easily. It can also be a cost-effective option. Businesses can hire third-parties to handle social media content, but company members can also do it at a minimal cost.
Blog content
Blog posts are an excellent way to share expertise and persuade customers to buy a product. However, it is also an optimal tool for improving Search Engine Optimization (SEO).
SEO is the practice of improving content to increase visibility and website traffic when people use search engines. Therefore, blog posts that appeal to or favour SEO trends will likely perform better and reach a wider audience.
Blog posts also help inform and educate on a product or service and demonstrate knowledge and expertise in the field.
Infographics
An infographic is a visual representation of information or data. It uses pictures, graphics, charts, simple phrases, etc., to relay information in an easy-to-understand way.
Infographics are an excellent way to explain something to an audience quickly and effectively. This is particularly useful for simplifying a complex subject so that all or most audiences can understand. Like blog posts, it is also a way to inform, educate, and demonstrate knowledge and expertise.
Videos
Video marketing is another way to convey information quickly and effectively. However, unlike blog posts or infographics, it is easier for the audience to consume video content while doing other things. For example, someone could have the video playing in the background while cooking or watching it while on the bus.
Videos also allow for a brand to engage with its audience in a more direct way. For example, speaking to a camera or hearing someone’s voice in a video can feel more personal than simply reading someone’s words on a webpage.
Podcasts
Podcasts have become increasingly popular in the past few years. Like videos, content can appeal to wider audiences and be consumed while doing other things. It is a great way to convey marketing messages more subtly.
Podcasts are also customizable. Brands can choose the platform, how long the episodes are, guests, where they will be advertised, the length and frequency of the episodes, etc. They can also extend into other platforms, with videos accompanying the recording or transcripts on a website. Podcasts can also be cost-effective, as the only things required for a podcast are a platform for it and a microphone or voice-recording device.
Email marketing
Email marketing is a widely used content marketing tool. It is versatile and easily customizable to fit personal marketing needs. It can be used to buy and sell products, share a newsletter, promote services, etc. However, one of the most valuable features of email marketing is email funnels. Essentially, programs allow businesses to set up email sequences triggered by characteristics or actions.
For example, let’s say someone purchases a 30-pack of vitamins from a website. They will get their confirmation email and receipt. The email funneling software can be set up to send an email in 20 days to see if the customer wants to refill the subscription. If that email is opened, but another purchase is not made. A follow-up email can be sent in another ten days, asking the same thing or suggesting new products they might like, and so on. This funnel aims to keep the customer engaged and provide a call to action that encourages further business.
Paid advertising
Paid ads are a classic type of content marketing. It allows businesses to reach a broader audience on a variety of platforms. These are particularly useful when starting a new business. Although other forms of content marketing can generate leads, it may be challenging to get a foot in the door initially. Paid ads can pique interest, make customers aware of products and services, and lead them to a site for more info. Once a base audience is found, content can be shared more organically. It is a great way to launch a brand, but value must be demonstrated to keep an audience.
Other types of content marketing
- Webinars
- Testimonials
- Case studies
- Live trials and demonstrations
- Free consultations
- E-books