What is content marketing?
Content marketing is another means of providing information to customers and audiences, but it also serves many purposes in digital marketing. Simply put, content marketing is about creating parallel and other information materials and distributing them through various online networks. Or more all, happy advertising ought to make an activity of some sort or another. A CTA, or Call to Action, is usually found at the end of any content. If the content works, then ideally your reader will do what you ask, whether it’s by clicking an email or reading another article.
Content marketing – or at least good content marketing – has to be a lot. First, it must be informative and relevant to the person to whom you are serving it. You want them to interact with you, get involved and find it helpful. Maybe it solves their problem. Whatever he is, the reader needs to understand something.
Second, it must serve one kind of goal. Maybe businesses use content to raise awareness about their brand. Others use them to establish themselves as thought leaders in the industry by sharing the insights they gather from their work. Or you are trying to show your ideal customers on the first page of search engine rankings when they are looking for help. The content you create will determine what goals you are trying to achieve. It takes trial and error, but content marketing takes you further.
Third, it truly helps to assume the substance you make is engaging – to some extent in some capacity. You’re telling people to get involved with what you’re making and we like to have fun. If we are educated at the same time in entertainment, then all is well. Make your content something that people really want to see or read, and you will find that it usually does better.
Types of Content Marketing
The best way to understand content marketing is to look at examples. The real beauty of content marketing, though, is that it really knows no boundaries. If you can create something in some form of medium, and then bring it to your audience, then you are marketing content.
One of the best types of content marketing is humble blogs. These articles on your website are an opportunity for you to present expert information, relevant stories, or your team or colleagues. They provide SEO value for your site and can attract potential customers to your brand.
You’re still able to share that valuable information, but you’re presenting yourself (or someone you trust as the face of your brand) to your customers. Adding personality and vocal elements while providing quickly digestible information is valuable for people who like to watch rather than read.
Customers want to know that other people also like your product or service. For this reason, case studies are a subject that can be easily created. They look at a customer’s problem and explain how you were able to solve it.
Infographics add a visual element to the quickly digestible bits of information. Often based on numbers or data, these are an interesting way of disseminating information that people might otherwise just stare at.
White papers, ebooks, emails, how-to guides, and podcasts – the list is almost endless. The most important thing is to meet where your audience is and to create content specifically for those channels. You can watch other channels, and you can benefit from them, but don’t expect anyone to spend half a day on YouTube reading a long e-ebook.
How to do content marketing
Content marketing is so incredibly accessible. It doesn’t matter if you are a marketer by trade or something else. You can create content. Of course, you can’t make it without some kind of strategy, but there are simple steps to get you there.
First, find out where your audience is. Do they spend their time watching videos on YouTube, or do they read long guide manuals? Create content for places they’re already going to.
Next, make a list of things you can talk about. Start with the questions you are often asked by customers. Move on to relevant topics in your business that only an expert knows how to do, or is interesting.
Finally, ask what you want. Do they want to share your blog post? Fill out a form for a free consultation? Stop at your store? Use a clear call to action at the end of your post asking you what you’re doing. Never expect anyone to do it on their own. You are more likely to get the action you want when you want it.
The primary purpose behind content marketing – like any marketing – is to create leads and drive sales. Want to know what content is getting people into your pipeline and shutting down revenue? DemandJump combines marketing and sales data to help you find what works. That way, you continue to create successful content and continue to sell.