Content marketing is a marketing strategy used to attract, engage, and retain an audience by creating and sharing relevant articles, videos, podcasts, and other media. This approach establishes expertise, promotes brand awareness, and keeps your business top of mind when it's time to buy what you sell.What makes a good marketing content?
A good content marketer also needs to be value focused and have an eye for quality. That top content marketer is empathetic, putting themselves in the shoes of the audience and truly understanding their needs. Research has proven that the audience's perspective is what drives the success of your content strategy.What is the role of content marketing?
The Content Marketing Institute defines as “a marketing technique of creating and distributing valuable, relevant ad consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.” In other words, it is about being helpful to customers making buying ...What is the purpose of content marketing?
Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.What is the difference between content and marketing?
What is the difference between content and content marketing? The answer is the destination you will use to attract and build an audience. Content marketing is about attracting an audience to an experience (or “destination”) that you own, build, and optimize to achieve your marketing objectives.What are the 7 marketing strategies?
The 7 P's of marketing include product, price, promotion, place, people, process, and physical evidence. Moreover, these seven elements comprise the marketing mix. This mix strategically places a business in the market and can be used with varying levels of force.What are the 5 marketing strategies?
The 5 P's of Marketing – Product, Price, Promotion, Place, and People – are key marketing elements used to position a business strategically.What is viral marketing example?
Viral marketing is a sales technique that involves organic or word-of-mouth information about a product or service to spread at an ever-increasing rate. The internet and the advent of social media have greatly increased the number of viral messages in the form of memes, shares, likes, and forwards.What is a good content strategy?
A good content strategy considers a KPI, and then works towards reaching it. It is a roadmap that plans out the exact steps that need to be taken in order to reach that goal. But of course, even with all the best planning and execution, sometimes, content campaigns don't meet their KPIs.What is a example of content?
Content is defined as what is inside or included in something. An example of content is beans inside of a jar. An example of content is the words inside a book. Pleased.What is importance of content?
The content you create communicates your message, educates your readers, and persuades them to purchase your products and services over your competition. In fact, providing high quality content is one of the most important things you can do to attract clients and create interest in your business.Who is the father of digital marketing?
Philip Kotler is the father of digital marketing. He is an American professor who has penned more than 60 marketing books and is praised for his efforts in establishing marketing as a field of academic.
Providing helpful and entertaining content can form a strong bond between your brand and customers that continues to grow and strengthen over time. Traditionally, marketers have had to “rent attention” from other people’s media through display ads on websites, booths at trade shows, or emails sent to third-party lists. For example, when a brand pays out millions of dollars for a Super Bowl ad, they are renting the attention that the TV networks have built.
By creating and distributing content that buyers find useful, marketers increase their brand awareness and preference by establishing a relationship of trust with consumers as they move through the sales funnel. Additionally, content marketing is considered a less costly strategy than some others. It can have a bit of a slower start while your content library grows and reaches a larger audience.
Of course the goal is to provide as much value from your content marketing to as much of your target audience as possible. At this point, despite this definition and explanation, you’re probably still wondering what exactly content marketing is. We can get more clarity by considering a few examples.
My intent is to give you an introduction to content marketing and get you thinking like a content marketer so you’ll see the opportunities all around you. Soon you’ll be coming up with 50 content marketing ideas every day. You won’t be able to stop seeing opportunities to create content.
These are generally long, vertical graphics that include statistics, charts, graphs, and other information. If you need some examples, here are 197 infographics on the topic of content marketing curated by Michael Schmitz, head of Content Lab at Publicis, Munich. Infographics can be effective in that if one is good it can be passed around social media and posted on websites for years.
A decent infographic will usually cost you at least $1,000 to have designed, but can cost several thousand dollars if you are hiring a contractor or agency to include strategy and planning, research, copywriting, and design. There is also the matter of promoting that infographic to bloggers and the media.
That is also a form of content marketing, and it costs nothing but your time. Hey, it worked for Michael. What’s the difference between a normal webpage and a webpage that is content marketing? Consider from Moz, a provider of SEO related tools and resources. This resource, offered for free, has been viewed millions of times, bringing in countless customers who otherwise might never have stumbled across Moz and the services they offer.
I could also have mentioned white papers, ebooks, apps, public speaking, presentations, and blogs. Entire books have been written on using each of these in content marketing efforts. Perhaps more important than understand what content marketing is, is understanding why content marketing is important to your business. First we need to understand the four steps of the buying cycle: Prior to awareness a customer may have a need, but they are not aware there is a solution.
For example, a car buyer will try to find out what different types of cars exist, and which one will fit their needs. At this point the customer starts comparing different products from different vendors to make sure they’re getting a high quality product at a fair price. Finally, the customer makes their decision and moves forward with the transaction.
Content marketing taps into the first two stages of the buying process by raising awareness of solutions and educating consumers about a product they may have never considered before. At my own company we’ve used content marketing to grow more than 1,000% over the past year. Potential clients find our content, find value in it, and by the time they contact us they’re already convinced they want to work with us.
If you’re simply too busy to do it yourself and aren’t ready to manage it in-house, then hiring a firm may be your best option. But if you want to jump in and do your own content marketing the easiest way is to start blogging. It will likely be hard at first, but the more you do it, the better you’ll get at it.
But while technically good writing and the right headlines can help, it’s not the key to creating great content that is the best form of content marketing. If you’ve ever slogged your way through reading a piece of marketing and only finished reading because you had to, then you’ve experienced bad content marketing.
Most of you, though, probably didn’t. And that’s because content marketing feels like a modern development. But, while the term is fairly new, the practice isn’t. For years, businesses and individuals alike have tried to attract attention by creating free or cheap content. John Deere, the tractor company, did something similar to Franklin in 1895 when they produced a lifestyle magazine for farmers that they called “.” As you can see in the bottom left-hand corner, the magazine was complimentary.
Perhaps they simply wanted to help people and didn’t realize the effect that this publication would have on the business’s revenue. More than likely, though, that wasn’t the case. John Deere did this because they understood the heart of content marketing: what goes around comes around. Or basically, if you produce free and helpful content for your target market, they will engage with you, spread your message, and probably even buy from you.
And here’s one from Safari Cards that ran for almost 10 years starting in 1978. Content marketing efforts have been around here and there over the last few hundred years. Even though the methods for content marketing have changed over the years, the formula for great content has stayed largely the same.
Push on the person’s paint point. Agitate that pain. Solve their problem. Here’s a more modern content marketing ad that implements that same strategy. Now, of course, this happens in videos and pictures and blog posts and infographics. As you can see, content marketing has come a long way in the last few centuries.
Here’s a video where they blend an i, Phone. You have to see it to believe it. Even the first is a content marketing stunt. Why do businesses do this kind of content marketing, though? After all, they aren’t outright selling their products. They are generating attention, sure. But does that really matter? The short answer is yes.
However, that’s only true if it’s the right attention. And content marketing often does a remarkable job of drawing the eyes of people who care about your product and are willing to buy it. OK. Content marketing is popular. Lots of businesses use it, and they’ve used it for hundreds of years.
And just because massive B2B and B2C businesses use it today also, that doesn’t mean that it’s right for you. To find out, let’s take a look at some recent and relevant content marketing data. In the end, we’ll try to answer the question two questions: Is content marketing right for you? And should you invest bandwidth and budget into it? Let’s start with the fact that the top priority for B2C content creators is to create more engaging content.
We must now ask ourselves why those are the top priorities. Why do people want to create more engaging content, and why do they want to understand what kind of content is effective? Most likely, it’s because these companies aren’t totally satisfied with their current content marketing efforts. They probably feel that they are doing OK, but they also feel that they could do better.
Or, you could take it as a sign that content marketing is well worth your time. You’ll just have to invest more energy into it to stand apart from the crowd. So the answer is still unclear. But remember this: Even though a lot of businesses are struggling with their content creation, many also understand the current power of their strategies.
It might just mean that those businesses have extraordinarily high standards for success. In truth, paid advertising — sort of the antithesis of content marketing — is the in the marketing world while blogging, SEO, and even social media are far less overrated. And to further prove that content marketing is working for many businesses, consider that SEO and blog creation are the top two for marketers.
Every time you Google something, millions and millions of results present themselves. And yet, you only see the top ten. That means that searches are only seeing a few people for that keyword. You, of course, get to decide if content marketing is a fit for your business. But I hope you’ll see here that it’s a fit for almost every business.
But how can you stand above all of the online noise? That’s what we’re going to talk about next. Have you heard of content mapping before? If you haven’t, it’s about time that you do. It’s remarkably valuable and important for your own content marketing strategy. Content mapping is the act of understanding your audience so well that you can then create content for each stage of their journey toward buying your product.
Business Case Providing value to your audience is an integral part of a successful content strategy. But in addition to attracting new readers and followers, Content Marketing should drive your business forward. Identify business goals that your company needs to achieve and figure out how Content Marketing will bring your business closer to those goals.
6 billion websites and more than 70 million blog posts published each month, there is an unfathomable amount of information for your audience to click on. Creating content with no understanding of what works for your audience and your brand is a waste of time and resources. Collect all your existing content and analyze data sets to understand the actual state of your content.
In contrast to KPIs, which can be reset only for each new quarter, objectives in OKRs can be updated at any time if initial conditions change. With OKRs, you will not waste your time working on goals that are no longer relevant to you. Step 3: Determine Your Audience Finding your audience and drawing them in with your content pieces is the key to success in Content Marketing.
Red Bull is an excellent example of a brand that creates content for audiences, not buyers. Red Bull’s owned media doesn't focus on its product; it covers topics the audience is interested in, like extreme sports and once in a lifetime experiences. You can easily identify the target audience — young and adventurous people, passionate about sport and an active lifestyle.
As the prospect, try to complete the following sentence: ‘When I___’ is the problem of your potential customer. ‘That's why I want ___’ is the solution you can offer to him/her. ‘So I can ___’ is the prospect's need (a state or a result he/she wants to achieve). For example: work, I spend too much time completing all my tasks, want to find a tool to improve my time management, spend more time with my family.
The Topic Research tool gives you ideas for subjects you should cover, as well as related questions, possible subtopics, and headers; these are insights all marketers can use. Once you have determined the right topics to include and the appropriate format for the content pieces, you can place them on a content calendar to make it easier to track upcoming and missed deadlines.
– These pieces are often centered around questions your leads may have at the top of the funnel as they become more aware of their problem or need; this can also be content that tells your brand story, educates, informs or entertains your audience. – As they progress through the consideration stage, prospects will want to know more.
– These pieces are designed to help potential leads determine why you are the best choice to help them. Case studies, client reviews, and specific analysis of the work you have done in the past can be helpful at this stage, as users compare you directly with other providers. – Bring to the forefront the various ways to get the most out of your product or service, as well as ways to solve common issues, and new features.
Try the SEMrush Brand Monitoring Tool to find user-generated content by analyzing mentions of your brand, products or services. You can also plug in a competitor’s information to get an idea of how well they are doing compared to you. Step 6: Plan Content Distribution We have already mentioned that one of the core elements of Content Marketing is owned media development.
has a younger presence, making it a key channel for brands that market to millennials and tweens, but it is less important for those who want to reach the older demographics — Generation X or Baby-boomers. Using the research you have already compiled, you can determine where your audience is most likely to see and consume your content.
Whether you're just starting out with content marketing or you've been using the same approach for a while, it never hurts to revisit your content strategy plan — to make sure it's up-to-date, innovative, and engaging for your prospects and customers, no matter when or how they intend to buy.
If you're having trouble planning for the upcoming year or need some fresh ideas to include in your plan, read on. In this post, we'll dive into what content strategy is, why your business needs a content marketing plan, and what steps you need to take to create your strategy.
In a world where content marketing is part of 90% of marketer’s plans and people spend an average of 10. 7 hours a day with content, this would seem like a no-brainer question to answer. 7 Reasons to use content marketing Here are 7 reasons that answer the question: why use content marketing.
This means product content, answers to customer questions, how-to’s, styling (especially for clothes, makeup and home décor), and ratings and reviews. If you don’t supply this content, someone else will. Many marketers underestimate the value of this type of information in supporting your sales efforts. While you’ve made the first sale, if your customer can’t use your product, they’ll either return it or not buy from you again.
I’ve no idea when I started using content marketing because I started before I even knew what it was. I’m 24-years-old borderline digital native. Therefore, I’ve been using the Internet to share content for as long as I can remember. I got into the marketing field by promoting my writing and music online, often by providing unique content to other, relevant websites.
My first content marketing project was supporting the San Francisco wholesale furniture biannual tradeshow. In addition to nuts and bolts information about the show, I created fun guides highlighting where to eat and what to see and do near the conference. Erika Heald – Content Marketing Consultant, EH Communications 6.
I try to create unique information streams on each social network so that people who follow me on multiple platforms aren’t seeing the same content during the day. Kim Yuhl, As this diverse group of marketers shows, content marketing is important to support your overall business and marketing goals without the usual promotion, not only to build your brand and establish expertise but also, to help nurture sales.
It’s integrated with other forms of marketing. Lastly, it’s interesting to note that most of the respondents had done some form of content marketing or journalism before the term was popular. Big hat tip to Joe Pulizzi, CEO of Content Marketing Institute and author of , for promoting the term.
Many marketers see this as a ‘top of funnel’ activity, but alongside that, it can also help you boost sales, increase lead opt-ins, increase brand awareness and create better brand perception online. Now more than ever, customers are looking for the ‘story behind the brand’, the ‘why’, if you will.
However, when done well - the benefits of content marketing are immense. You’ll be able to reach your target audience, increase revenue and build relationships with your customers. But that’s not all:How you are perceived online often goes hand in hand with the type of content that you put out.
You want to increase your follower count and expand your reach. Who doesn’t? But does your content perform the way you would anticipate it to? If the answer is no, don’t worry, this may be your signal to re-think your content marketing strategy and replace your current content with another type or variation that better resonates with your audience.
Customers that consume your content - no matter the platform - have a higher likelihood of purchasing from you than those that don’t. Why? It has to do with your trust factor. If you are serving your audience content that they can trust, they are not only more likely to purchase from you outright - but also to give you their email and other information in the early lead stage.
Search engines LOVE content. Especially if you are consistently producing high quality content. With a content marketing strategy that consistently builds on itself, you should be able to better rank in search results - giving your website a better chance at attracting organic traffic. Not too long ago, many people put a high volume on the amount of content that they were able to put out, rather than the quality.
Quality content not only enhances your SEO, but it also gives you a better chance to be recognized as a credible source of information within your niche market. This carries multiple benefits within itself, the utmost important one being that customers are more likely to buy from a brand that they trust rather than one they don’t.
Sometimes marketers are looking to make a statement, other times they’re looking to generate more leads for their sales funnel. But how do you know which one is best? The key to choosing a content marketing type, is to make sure that it can satisfy the goals you’ve set for the piece.