Content marketing is creating and distributing information on a subject, product or service that is useful for your potential customers as well as relevant to your business.
From a digital marketing perspective, such content can be created in various formats like blog posts, videos, social media posts, research papers, press releases, advertorials, white papers, eBooks, newsletters and more.
Once created, the content is published on digital channels, with or without online advertising, with an intention that it gets discovered, read/ watched by the people in search of the information, fulfils their expectations from the content and enables the business to achieve meaningful results.
Why is content marketing important?
Content marketing is a platform for you to spread awareness about your products and services, how they are going to meet expectations of the buyers and how they are different from competition. The creativity that goes into content creation makes a positive impact, builds brand awareness and reputation and inspires people to buy from you.
The contents focused on increasing knowledge and giving insights into what matters to the seekers does not just stimulate sales. It creates your image as a responsible and dependable brand.
Your present customers draw inspiration and pride from your valuable and popular contents and vouch for your products and services. They become your invisible promoters.
You have the option to scale up the outreach of your high-impact contents to accelerate your exposure, trust-building, customer-acquisition, revenue growth.
You can synergize it with other digital marketing approaches that may be important to fulfil your overall business objectives – brand awareness, lead generation, sales growth, customer- loyalty, engagement, communication, and more.
How to create a content marketing strategy?
Creating a good content marketing strategy is absolutely essential to build a strong foundation for your efforts.
It all starts with your potential customers. Research them thoroughly. Learn about the platforms they spend time on, what content they consume and the most effective channels to reach them on digital.
The strategy is adaptive in nature. Once you create the plan and implement it, you measure its success, learn from it, and make course corrections accordingly.
You can create a content marketing strategy yourself if you have the time, resources and expertise to do it. You can also consult or hire a specialist or an agency with required expertise.
This will help you make sure that your content marketing strategy is focused towards achieving your business goals and giving your audience a satisfying experience. You will have a concrete content marketing plan that covers all its key aspects. like, what content to produce, what format to produce content in, where to publish content, user experience and design from conversion rate optimization perspective, how to distribute your content on digital and how to measure it.
Content marketing with SEO
Both content marketing and SEO have one common element – content writing. So, even though both have independent territories, they can provide leverage to each other and together they form a beneficial combination in most cases.
Content marketing helps your overall SEO by increasing visitors on your website and this entails increased brand awareness, leads and sales. Visitors’ favorable browsing behavior on the website will support the SEO’s ranking-up effort.
If the content page is optimized for SEO, the traffic on the webpage will get accelerated and supplement the content marketing effort.
If the content produced is interesting, engaging and valuable to the visitors, Google, in a short time, will reward you with high search-rankings. You will not need additional advertising budget and the ranking will continue to remain high for a very long time.
When is content marketing not effective?
As a digital marketing agency, we often come across entrepreneurs, marketers and small business owners who claim that content marketing did not work well for their business.
Here are a few key reasons why content marketing does not work as you wanted it to.
- Inadequate research on on-line behaviour and preferences of potential customers.
- The content occurs boring, obsolete or not valuable to the target audience.
- Use of channels that are popular and efficient for most businesses but unproductive for your type of business.
- Lack of conversion rate optimization, which may render the initiative unviable.
Need help with content marketing? Let us know.