Content Marketing

What is Content marketing? Content marketing is a strategic approach towards the customers of a business, focusing on creating and sharing valuable content.

Content marketing - Steps and strategies to consider

It is for sure that when you hear about the term 'content marketing, you might be visualizing Facebook, Twitter, and fascinating YouTube videos. However, the fact is, the history of content marketing is way older than the existence of the internet world.  

Surprising? Well, let's help you understand this! Content marketing is all about story-telling and narration, and people have said stories throughout the time they could speak. So naturally, the ones who tell amazing stories grab our attention, and the same goes with content marketing.  

However, with the boom of social media, the content marketing strategy has got a new definition, but the base remains the same as discussed. This article will take you through the ins and outs of the topic and give you a dose of what content marketing is all about. Let's get started!  

Content marketing - The modern definition  

To define it precisely and to the point, content marketing can be said as a strategic approach towards the customers of a business focusing on creating and distributing valuable and relevant content. The motto behind it is simple: attracting, retaining, and generating value for the targeted audiences, hence deriving a profitable customer action.  

In this era of hyperactive life on the internet, various modes help distribute content such as social media, apps, websites, blogs, press releases, etc. The motto behind it is simple! To surround your target audience, please them with your approach to escalate your brand awareness, sales, engagement, and loyalty. To put more light on the significance of this practice, some key points have been highlighted below.

  • It helps to lay a clear understanding of your offerings in front of your consumers.
  • It's a conversion booster.
  • It plays a phenomenal role in building up relationships between a business, and its consumer, thus resulting in robust loyalty.
  • A great tool to showcase the problem-solving capabilities of your products.
  • It helps create a sense of community across your business/brand.

Therefore, content marketing is a practice or, if rephrased, a marketing strategy that involves educating your customers, nurturing the prospects, and finally closing sales.  

Content marketing - The evolution  

Gone are the days when content marketing was only a strategy for promoting products. There has been a drastic change in how people consume content these days; hence, modern-day content marketing strategy focuses more on audience enrichment. A successful content marketing strategy should be composed of empathy, purpose, and a customer-first approach in a one-liner. Let's take a look at the areas of this evolution!

Visual - How you approach your audience

Put yourself in the shoes of your consumers, and think of two scenarios. The first being written content, while the other being a video. Which of these do you think has more probability of establishing your message in your consumer's mind? Of course, it's a video!  

Therefore, it stands as a big reason for the outburst and spike of using video as one of the most crucial mediums for content marketing these days. Talking about the core of any content marketing strategy, quality is something you can't afford to be lacking behind with. A beautifully crafted, compact, relevant, easy-to-understand, and engaging content is the key to any successful content marketing strategy.  

Social media platforms - The boom of the online world

As discussed earlier, social media has played an inevitable role in raising the competition and changing the style of content marketing used to be. Therefore, both B2B and B2C marketers have started to welcome the use of spiking platforms like TikTok, Snapchat, or channels dedicated towards B2B communication like LinkedIn and YouTube.  

Well, it needs no introduction to the count of people surfing the internet using their mobile devices. Keeping this in mind, content marketers always implement the wise idea of generating specified mobile-oriented strategies to extract the most of their hard work. Be it blogs or any other digital asset; it should be introduced for consumption so that consumers find it easy to navigate on their mobile devices.  

Content Marketing -The Classifications  

Now that you are aware of the importance of content marketing, let's delve deeper into the types. There are so many in the bucket to choose from; however, choosing the right one as per your business nature is important.  

The implication of Social Media

According to a report from Statista, more than 3.6 billion users were active on Social media worldwide in the year 2020, and the number is expected to reach 4.41 billion by 2025. Therefore, it's pretty easy to comprehend why businesses are rushing towards investing in Social media Marketing. There are various platforms such as Facebook, Instagram, Pinterest, Twitter, and so on to address your audience and run your content marketing strategies.  

Use of Infographic  

Visual content is much easier for people to remember than text, and science confirms it to a degree. This is why and where content marketing using infographics comes into the picture. It carries your message in the form of a graphic that is easy to digest by any viewer, thus, effectively communicating your content.  

Creative blogs

One of the best ways to show your creativity in relevance to your purpose and topic, blogs are a great hack for successful inbound content. Be it promoting internal or external blog articles, you can play pretty well with blogs. Additionally, you also get to add social share buttons and integrate information related to your product/service to generate sales. For example, at the current moment, you are already a reader who was searching for info related to content marketing, thus landing on this page.  

Videos are ruling

According to Biteable, 61% of marketers find videos an extremely important part of their content marketing strategy. Besides, Wyzowl's research stated that approximately 69% of the audiences prefer to use video as a medium to learn about a business's offerings. Therefore, the use of video for content marketing strategy has become remarkably essential. In addition, it helps to improve the return on investment, boosting conversions, and building a strong relationship with the participating members.  

Email

Email is a quick, flexible, and cost-effective content marketing strategy that helps mature new prospects and retain those who already love you. Besides, emails are a great tool to engage with your customers in a personal and customized way. In addition, email also gives you exposure to real-time marketing. Let's say, for example, a consumer visits your website but leaves the cart abandoned, perhaps. In such scenarios, you can use automated triggers to retain such customers with the help of an email at the best time, with the best offering.  

Besides the ones mentioned above, there also exist podcasts and paid ad content marketing. However, before opting for any of the mediums or channels, you need to research which methods businesses relevant to your industry are using. The moment you start surfing the internet, you are surrounded by content. Therefore, it's easy to decipher how important it is to be creative and compelling with your content marketing strategy to win the battle in this red ocean.  

B2B marketing - What's the role-play of content marketing?  

Engagement! This is the only factor that acts as a pillar to success for any B2B marketing. Content marketing is no less than a trump card if executed in the right methodology. It engages audiences to generate and mature sales and helps in deriving feedback from customers to make improvements to your product/service. Additionally, it refines a customer's journey and efforts towards marketing, enabling businesses to understand how to help customers.  

B2C marketing - Effectiveness of content marketing  

Quality! An integral element for any B2C marketing strategy. The more your content is likely to fetch audience engagement, the merrier it will perform in driving traffic and conversions. Though in the case of B2C customers, emotions play as a ticket to derive the user's attention, a good content marketing strategy should involve pulling those emotional triggers and weaving them into the offerings. Besides, there should always be an answer to your consumers' problems, making them prefer you over your competitors.  

Content marketing strategy - Steps to consider

To unravel the beauty of content marketing, it's vital to follow a measured and time-tested method. Mentioned below is the process to start with!

  1. Setting up the goals of marketing
  2. Selection of a message or topic
  3. Choosing the format of publishing the content
  4. Creation of content
  5. Publishment
  6. Distribution
  7. Measuring the stats and optimizing the content
  8. Repetition

The content published should create value for both parties, i.e., the business and its consumers. If, by any chance, thinking that content marketing is a great online hack and is almost free to implement, you will minimize the chances of monetizing it.  

It has been seen that many businesses, whether they operate partly or fully online, start hitting the publish button just because others are getting benefited from it. However, in reality, if you are missing out on a plan and long-term strategy, content marketing wouldn't be able to bring a smile to you.  

So, finally, don't try copying the techniques and content published by others. Rather, raise your voice, and implement ideas that connect with your audience, and build a notable online community around your brand. 

About the author

has been working as a web developer and in online marketing since 1998. After building up a marketing agency and the exit in 2013, he consulted international groups as a freelance consultant. Since 2020, he and his team now offer staffing services in this field.

Dennis Hoinkis CEO, FSOM Group Corp.

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