Content marketing is everywhere. We hear the words every now and then, but the concept seems difficult to grasp. Anyway, we can approach it in an easy way.
WHAT IS CONTENT MARKETING
Content Marketing is a marketing technique that’s focused on engaging consumers by sharing content with them. Not any content is valid though, it must be valuable, purposeful, and targeted to the right audience.
Surprisingly, it’s not new and not exclusive to the digital era (there are some fine examples like The Micheline Guide).
What is Content Marketing? A Guide to 20 Top Industry Leading Definitions – https://t.co/gqKaImmNzD
— Kate Tsuman (@kate_tsuman) 6 de mayo de 2018
There are different ways to spread it, like newsletters, blogs, or social media accounts, among others.
WHAT CONTENT MARKETING IS NOT
Content marketing is not like traditional advertising, as the latter relies on pitching services and products while the former is based on engagement.
Let’s look at some fundamental differences.
|CONTENT MARKETING||TRADITIONAL MARKETING|
WHY CONTENT MARKETING IS EFFECTIVE
Content marketing is the king, this sounds familiar, doesn’t it?
Nowadays, we live in a world oversaturated with information, but people are still researching and looking for replies (more than ever). Therefore, when we share the adequate content with the right audiences in a creative and engaging way, the results are guaranteed.
Moreover, available data and metrics are helpful resources to set goals and measure results.
CONTENT MARKETING AND BRAND AWARENESS
Every brand needs its own voice to be recognizable by the public, and content provides great opportunities and tools to shape the brand identities.
Brand awareness should be tackled as a process, with progressive goals and stages.
- Setting up a Strategy: defining a strategy is a fundamental step in any plan. By setting goals, researching, and running audits we’ll get to know what works for our audiences and what doesn’t. It’s a good practice to review the plan periodically.
- Choosing the Right Content and Tools: there are many types of popular content, from text (blog posts, ebooks, white papers…) and visuals (infographics) to audio (podcasts) and video (vlogs) formats. User-generated content is a good addition.
- Adding Value: one of the most remarkable advantages of content marketing is the ability to create two-way conversations with the customers, that will contribute to building long-term relationships and trust.
These are some good practices to consider beforehand.
- Spamming not allowed: intrusive and irrelevant content doesn’t add any value.
- Listening to the audience is important: social listening is a useful technique that allows marketers to know what interests the public.
- Offering quality is necessary: not anything will do; quality content is informational, entertaining, unique, valuable, personal, and highly optimized.
- Innovation is a plus: Thinking ahead will bring good rewards.