What is content marketing?
What is content marketing? Let’s clarify the situation so that we remain on the same wave until the end of the article. I will give you a rather “dense” definition of content marketing, Content marketing strategy, and then break it into components.
Content marketing is a strategy to win, retain and attract customers. It is about creating and/or preserving relevant and valuable content.
Based on the above definition, content must be important to the target audience. What does it mean to be valuable?
The value of content marketing manifests itself in two main ways:
- Entertainment value
The audience finds the content fun, interesting or otherwise entertaining. The best example of entertaining content marketing is the video clip of the Dollar Shave Club, which currently has more than 13 million visitors. People watched it, even repeatedly, and shared it because they liked to see it. The fact that this commercial is not what I thought it was. It also enhances the Dollar Shave Club brand and makes it look great.
2. Pedagogical value
The public finds the content useful. It answers their questions or provides them with the information they can use to solve their problems or improve them in any way. The best example of content marketing that I can imagine and which has educational value is Moz’s guidance for beginners in SEO. It became like the Bible at the beginning of SEO. This is the first port of call for anyone who wants to learn SEO. The fact that Moz did this to attract the target audience, marketers, even at first glance is not recognized. In addition, the Moz brand is improving, presenting its experience and building such a useful perception.
Nine types of content marketing can contribute to the development of your business.
Content marketing can help companies with several aspects of the funnel to win customers. I divided them into three buckets:
- Involve – “People” see you, find you and/or acknowledge your existence. They become your “public”.
- Learn – your “spectators” will get to know you better and love you. You build a relationship with your audience. They become “potential customers”.
- Purchase – “Potential customers” to pay for your product or service. They become “customers”.
Here are 9 strategies that content marketing can help companies attract people, connect with them and turn them into customers.
- Restore the power supply.
This is one of the main content marketing strategy. Creating content that reflects the experts’ knowledge immediately improves the author’s perception of authority on the subject. A book is probably the form of content that increases credibility the most, but several other forms, including a blog, can help. Improving the image of your power should improve the conversion rates from “people” to “customers”.
Who do you think is most often hired by marketers, street vendors or those who have written a marketing book?
- Relationship building
Content marketing increases the level of engagement, relationships and trust with your audience.
When a client sees your billboard, he sees it for a few seconds and then probably forgets it. When someone reads your blog, it is on your website and listens to what you say, perhaps for a long period of time. This allows them to get to know you better. I have met people who have been following my blog and as a result I know a lot about myself and I feel that they know me.
People like to deal with companies and people they know and trust.
James Altucher’s blog is an extreme example of the content that creates links. James shares his deepest emotions and personal stories. Most of us don’t have to go that far to communicate with our audience. Simply sharing your opinion on industry topics or adding a small symbol to your letter can help. If necessary, don’t be afraid to take a contradictory position or use less perfect grammar if it adds character. Do you think people would prefer to hire someone from the street or a friend?
- Allows you to reach a wider audience.
People don’t always look for a particular product or service, they often look for information or solutions to problems. For example, according to Google Keyword Planner, a “performance consultant” receives on average only 70 search queries per month, and a “how to increase productivity” – 1300. Keyword research replaces real interests and consumer behavior.
Content marketing allows you to reach an audience that goes beyond what can be achieved with the help of a phone or advertising. They can also find you if one of their Facebook friends shares some of your materials. People place on some products much less than they place entertaining or educational content. Once you have built a relationship, established yourself as an expert and created added value, it may happen that the customer will be more interested in your product or service.
- Improve search engine optimization
The research rating of the company is determined by two main categories: On the spot and beyond. In both cases, content marketing helps. Content marketing helps in two ways on the spot. First, Google prefers sites with recently updated content. If you actively create new content, Google indexes it better. Content marketing helps you to cope with off-site links, increasing your chances for links. Google interprets the fact that someone else connects to you as a sign that your site is valuable. People are much more likely to link to a valuable blog article you wrote than just a sales page. The higher the search rankings, the more traffic.
- Lead to sale
After all, selling is what everyone really wants, isn’t it? After all, it’s business, not charity. Content marketing can make a direct contribution. As we have seen above, it is likely that someone will want to click on something of value to themselves, rather than on something of value to them than on the side of the sale. However, watching useful content increases your chances of seeing your “sales page”.
There are many different ways to do this, but let me give you two short examples. The first example: the viewer is looking for a blog topic… finds your blog post… subscribes to your email newsletter… reads your emails every week, benefits from them and finds you wonderful… Two months later, when you send the launch letter for your new product, it buys because it “knows” you for two months and knows that you are “legitimate.
The second example: someone on iTunes is looking for a podcast related to his interest… finds you and listens… you mention one of your products and tell your listeners where to find it… the listener finds it and becomes a customer…….
Who would you rather hire, someone you know for two seconds or someone you know for two months?
- People share it.
When people share your content, you get more transparency. The exhibition leads to traffic jams. This is an “attractive” bucket from above. It also improves your brand in the sense that when people see their friends talking about you, they can have a better opinion of you. This is a bucket of “engagement”, Daddy.
- It’s free or cheap.
Blogs, for example, are almost costless. All you need is a computer and an Internet connection, which you probably already have. But it takes time. As you move towards more advanced content production, such as research reports or even podcasts, you may need special expensive equipment.
However, many forms of content marketing require little or no upfront investment, making it ideal for start-ups, self-publishers, or those with a budget.
Would you prefer to pay for customers or receive free of charge?
- It is more focused.
With content marketing, you can be sure that you can reach your target group better than, for example, posters or TV commercials. Yes, you can get demographic data about who rides on the road, who watches the show, etc. But with the content, you can be even more accurate.
For example, Google’s keyword planner lets you see how often a keyword is used and who is searching. You can post articles on your blog to meet these conditions. You can also write an article like “Marketing for Startups” to make sure that your audience knows what it is for them.
If you sell a product to mothers, would you prefer to randomly reach ten people or ten mothers?
- You can collect email addresses.
People are very attentive to their mailboxes. As a marketer, you want to be where you want to be. If you’re in content marketing, you don’t have to pay for the list. Offer something valuable in exchange for an email subscription to your newsletter to increase the number of email subscriptions you receive. This can be as easy as getting blog posts via email. Offer electronic or white paper even better. What percentage of tweets on your Twitter channel do you read? What percentage of your emails do you read?