What is Content Marketing? Content marketing is a systematic way of developing and sharing of original, useful, quality and informative contents that creates brand awareness and appeal to the audience to engage with the brand. It is this engagement that results to purchases and revenue generation. Content marketing is not standalone system. Because it is a marketing system that is carried out through videos and images, audios, emails websites and social media, there is optimization across these channels to create effective marketing performance.
Content marketing is a way of wining audience, establishing trust and reliance on your content. Your audience relies on your contents for true information.
You are to optimize your content to be of high quality, original, appealing and make it perform well at the top of the funnel. The real reason is to boost brand awareness and create sales.
Importance of content marketing
You establish trust and reliance on your content. Since the goal is awareness creation and making sales, the gate way to this is to create quality content that is appealing to your audience. This will establish that trust which will lead to engagement and in turn drives revenue.
Because you are creating quality content, you are creating contents that produce engagement. Engagement is vital in content marketing because it continues to bring you closer to your audience, creating strong relationship with them.
Content marketing attracts prospective customers at the top of the funnel. You are making campaign increasing awareness or discovery of your brand. This helps you to do well at the top of the funnel. The top of the marketing funnel is given high attention because these are the audience that will get engaged with your brand and also make purchases. If the top of the funnel is scanty, you will not have enough people to engage with your brand.
In lead generation, content marketing plays a big role in getting members of your audience who provides information about themselves because of the level of relevance of your content.
Content marketing helps in the conversion of prospective customers into paying customers. Your content is original, relevant and appealing, the perspective customers rely on your brand and pay.
Content marketing is not a market-and-go system. It is a type of marketing that stays for a long time. A quality content is a content that continues to be relevant to the audience. As the relevancy is maintained, the trust and reliance on the content continue to get stronger.
Types of content marketing
There are basically three branches of content marketing.
The blog post: A website that is finished with original, quality content, generating traffic because of the relevance of the post contained therein. People used this to create awareness, trust and reliance on their content and they might be lured to take an action.
The infographics: Understanding a context is best places in pictorial format. This is a situation where information is placed in visual form, and it completed explains a context to the level the appeals to the audience.
The video: this is the audiovisual system of presentation of information to the audience. Your information must be original and of a high quality. Audience understands topics when they are presented in audiovisual format. The demonstration, tutorial, podcast and webinars are systems to instil this knowledge to the audience. The interviews in the form of podcast further explains concepts and creates trust on the content.
The social medial post: social media has become one of the largest online markets in the world. Quality contents shared to the audience on social media generates impression and engagement which in turn create trust and reliance to the brands.
Email Newsletters: When you have built your email list as explained in email marketing strategy, you can send contents prepared to appeal to the subscribers. These contents have to be informative and can make the subscriber to take action.
Strategies in content marketing
Content marketing is about creating contents in the form of visuals, audiovisuals, infographics and images and texts to engage with the audience. In doing this, search engine optimization, email marketing strategy, social media marketing strategy and affiliate marketing ideas have to be put in place.
Because you are doing content marketing through blog posts. Optimizing contents to rank high in search engine result pages is to be put in high priority. This is done to create impression or awareness of your brand. Search engine optimization covers how your content can be discovered by your audience.
Email marketing strategy is needed because email marketing helps you to reach out to your audience directly in a cost-effective way. It is a medium through which you can present your quality content to your audience. This creates engagement and possibly sales making you to do well at the middle and bottom of the marketing funnel.
Social media marketing strategy is also needed in content marketing. Social media is a platform where content marketing takes pace. Facebook, Instagram, TikTok, X (Formerly Twitter) and many others are places to present contents to the audience. It is also important to optimize social media platform to be able to reach top of the funnel customers.
It is always important in any form of digital marketing to make sure that top of the marketing funnel is full. This is what brands are doing when they put up campaigns. All these optimizations of platforms are to be able to do well at the top of the funnel. When the top of the funnel is full, number of engagements, purchases customer retention, loyalty, referral and revenue are increased.
How to start content marketing
What is your goal of starting content marketing: In content marketing, the first thing to do is to establish what the goal is. If you are starting content marketing newly, you may be interested in creating awareness. Another content marketer might be interested in lead generation while other may be interested in engagement. Pick your goal and work towards it.
Understand who your audience are: When you understand your target audience you can now prepare content that is relevant to them. Relevancy of your content establishes trust and reliance.
Make plan for content: It is necessary to know your area of interest in content development. When this is established, it has to tally with what your audience are interested in. good knowledge of this topic area will give your content a boost.
Make keyword research: Keyword research is essential in content marketing. Your target keywords should be rich in order to attract queries. Choose keywords with high volume of audience interest.
Create content: In content creation, quality is important. Originality is important. A quality content is that content that finally generated awareness, lead and engagement.
Make your brand consistent: consistency is important in content marketing. In the videos, infographics, images and other designs should be consistent. This builds trust.
How do you spread your content? Determine the channels of content distribution. It is good to utilize all channels. Social media, emails and search engines.
Respond to your audience: Engagement is vital and should be well given attention. All forms of comments by the audience should be attended to. This helps to foster good relationship, trust and reliance.
Analysis and optimization: performance analysis is necessary to know how well you have performed. Take good look at your KPIs and monitor other selected metrics included in your goal.
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