Content Marketing & strategy
What is content marketing?
As the internet and social media progress, traditional marketing is becoming less and less effective. This is where content marketing comes in. Content marketing is a tactical marketing approach which focuses on producing and sharing relevant content which is valuable, but it has to be consistent and hold the audience. The goal is to drive more profitable customer action.
Content marketing is a very tactical marketing technique which does not involve just randomly posting things to your social media platforms. What you want to accomplish needs to be clear and how the content you create takes you to your goals.
The content you create needs to have some benefit for a specific audience. Look further than demographics. What do the audience want, need, what are their questions and concerns. How does your product or service place into their lives? What knowledge can you offer them? What kind of content can you share that would teach, entertain and engage them?
The golden rule is - your content has to be valuable, consistent and relevant.
Why should I use content marketing?
There are three main reasons that you should use content marketing. For any company that uses content marketing benefits from:
- Increased sales
- More loyalty from consumers
- Cost effective saving.
Whichever type of marketing technique you use, content marketing should be part of the process and not separate, because great content is part of all marketing forms. It ties in perfectly into Social media marketing, Search engine optimization (SEO).
Content marketing is great for organic search. When you create amazing content for sharing useful information to your target audience rather than to spam sales, Google will recognise that the content you are posting is relevant and valuable and gives the audience information they are searching for. This allows for it to be ranked higher in the results.
What is a content marketing strategy?
A content marketing strategy considers the numerous ways that content marketing can be used throughout a consumer's journey, or the customer experience but it does go further than that. A content marketing strategy sees how content marketing itself can be used in a tactical manner and for/with different types of marketing strategies.
Realistically the term content marketing is an umbrella term. So it can be used for a number of various reasons and can mean a lot of different things to different people. This is why it is important to think strategically about the role content marketing will play within your business. Without a strategy you risk focusing on content alone and losing sight of your overall goals. This happens very often and can lead to focusing on the wrong things.
When looking at the role of content marketing in a strategic way, it is important to make sure that it is integrated with your customer and marketing goals. The modern approach of content marketing is where more and more people look at the role of content within Branding, Search Engine Optimization and engagement. When it comes to branding this is especially the case because businesses look more at the audience than the buyer's persona. This type of view needs a content marketing strategy as well. It would be wise to not look at content marketing from just a social/search context.
There are different forms of content that can be used. Most people like to create blogs as it is a fantastic way of create content that can be valuable to consumers.
So why is content marketing important? Well, it is important because it is a strategy that focuses on creating and advertising information, that is deemed good quality, that attracts a defined audience. The content should answer any questions that they have and will keep them coming back for more. These actions end up increasing your profits. Fresh, updated content which is added often is the game-changer. This allows your website to stand above your competitors and will end up getting priority during searches. If your business has a lot of competition online (most do nowadays), you need to keep reinforcing and maintaining content to stay above the competitors. Search engines like Google, Bing and Yahoo gives the websites with the best information priority as these websites are supplying a demand for the consumers who are looking for the best answers. Adding new and fresh content frequently and sharing it across platforms can cement good ranking from search engines as long as it is relevant and of good quality.