Content Marketing is a strategic approach focused on creating, distributing, and sharing valuable and relevant content in various formats like articles, videos, podcasts etc. to attract, engage and retain an audience. The aim is not to explicitly promote a brand but to stimulate interest in its products or services.
Examples
- Blog posts about industry trends or how-to guides
- Informative videos or webinars
- Newsletters providing company updates or insights
- Social media posts that share useful information or tell stories related to the brand.
Usage
Content marketing can be used at different stages of the customer journey – from raising awareness about a problem (or solution), engaging potential customers with useful information during their consideration phase, right up till making the final decision where persuasive case studies might help close the sale.
Content Marketing Importance
This strategy establishes your brand as a thought leader in your field which boosts trust among your audience. It helps keep your business top of mind when it’s time for them to make purchase decisions. Furthermore, effective content marketing can increase online visibility, generate more leads and boost loyalty among existing customers.
How To Start Up With Content Marketing
Content marketing can feel overwhelming, but it doesn’t have to be. A successful content marketing campaign should be manageable and sustainable with the following steps:
- Identify your audience – To create content for a particular audience, you need to have a clear idea of their priorities, challenges, and preferences. If you have detailed descriptions of your various segments, choose 1 or 2 to make content for. Otherwise, craft profiles of your audience members and prospects before starting.
- Determine the right formats – The right format corresponds with what audience you’re creating content for. Another important consideration includes what formats will best help you showcase value. For some, this will be a video; for others, a checklist.
- Ensure quality – An audience will judge your content on its quality, so identify the right resource whether internal or external to create this work. Regardless of who creates it, find a professional to review your creative work before it goes out.
- Determine how you’ll distribute – Will you post content on your site or show a Facebook ad? Start with “where” you know your audience is likely to be and choose formats that make sense like an article via email checklist on social media or a buyer’s guide.
- Choose a sustainable schedule – Once aware about target audience and suitable formats at every stage, write a short-term (3-6 months) plan avoiding overly ambitious designs but realistic ones based on budget resources while keeping track of time taken per piece creation.
