Content Marketing
Content Marketing
Content Marketing refers to the practice of making marketing materials like blogs, videos, podcasts, social media posts, Apps, etc., that draw customers to your brand by informing them of something they want to know.
It is the process of creating and distributing marketing materials to attract and retain customers through a profitable action.
Content marketing is part of a framework called Inbound Marketing where you create something that the audience seeks out, as opposed to creating something that you force on your audience.
It is no doubt that content marketing takes a lot of work and time! This is because many businesses opt for Advertising commonly known as Outbound Marketing on radio, TV, and print media that seems disruptive in one way or the other.
However, with content marketing, there are tools available that give rise to highly personalized marketing messages that would only pop up when the audience is looking for them or something related. This is called Inbound Marketing, and content marketing is an essential piece of that equation.
It is there when customers want it to be, and invisible when they do not, and when done right, inbound marketing does not feel like marketing at all. It instead feels like a seamless part of the customer’s experience in discovering your brand.
For instance, whether you like it or not, blogs are a great content marketing platform for brands because they are relatively easy to set up if you know how to do it, of course, and most importantly easy for the audience to discover through search and have a long tail in terms of remaining viable for future customers
Another easy-to-activate content marketing method is social media, but because it seems so easy, many brands do it wrong – treating social as an outbound marketing that interrupts the user’s experience when scrolling.
A good social media marketing campaign includes Dedicated Brand Apps that are becoming an increasingly popular form of content marketing.
Of course, Apps are expensive, but if you can create something truly useful for your audience by adding value, then they can end up opening the App every day. And you cannot beat that kind of inbound brand exposure.
One of the most abandoned forms of content marketing is podcasting. This is too bad because it is one of the most effective and exciting forms of content marketing out there. With the right strategy that aligns with your target audience, regular podcasts can help you build a strong fan base around your brand.
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In general, all of the best content marketing impacts your audience powerfully! But how do you get started?
- Goals – start by deciding what you want to accomplish with your content marketing. For example, are you looking for brand awareness, or to stimulate customers’ loyalty? Set clear goals and Key Performance Indicators that can be accomplished.
- Channels and Content – choose channels that will allow you to accomplish your goal. For example, do you want to build your blog, or can you rely on social media platforms that already exist? Can you effectively tell your story using texts and photos, or should you invest in creating videos?
- Create and Publish – whatever you decide, you then have to start creating content and publishing it at a regular frequency. The exact pace of publishing can vary, but remember that consistency is key.
- Measure and Analyze Results – with no doubt to maximize the return on investment you will need to get on your content marketing investment. This does not mean refreshing your starts after every hour, but you want to review the overall success of your content marketing at least every month or every quarter.
We understand this might seem too much for business owners like you with a tight schedule to accomplish. That is why we exist to take the load off your back as far as effective content marketing is concerned.