Content marketing can generate numerous benefits for a company. As a form of marketing that focuses on the creation, publishing, and distribution of content to a target audience online, content marketing is used to attract the public’s attention to the brand and generate more leads. It’s also used to expand the customer base, generate online sales, increase brand awareness, reputation, and credibility, and to engage with current and future customers online.
Content marketing can achieve this by creating and sharing valuable free content with prospects. As a relatively new form of marketing, content marketing does not involve direct sales. Instead, it builds trust and rapport with the audience, which will have them more inclined to purchase in the future.
And unlike other forms of online marketing such as SEO, PPC, email, or social media, among others, content marketing relies on anticipating and then satisfying an existing need for information by the consumer, instead of creating that need, in the first place. It means that when a business uses content marketing, their main focus has to be on the wants and needs of their audience.
Once you identify the customer needs or pain points, content can be presented in a vast number of ways. Depending on the business and the nature of the industry, itself, the material can construct as blog posts, articles, news, videos, photos, infographics, white papers, e-books, email newsletters, case studies, how-to guides, podcasts, and the list can go on.
But don’t let yourself be fooled into thinking that traditional forms of marketing such as PR, advertising, cold calling, etc., are no longer relevant when compared to content marketing, because they are. Content marketing has always been a particularly useful tool at multiplying the effects of other marketing tools.
With that said, here are five ways to incorporate content marketing into your plan.
Content Marketing and Social Media
It should go without saying that content marketing works excellent in combination with social media. Both create a symbiosis and synergy where social media helps promote the content, which content marketing provides with material to publicize, in the first place. It’s important to realize that social media marketing hasn’t got much say if there isn’t any content to back it up.
A critical key to getting this right, however, is determining what social platform to use. Whether it is Facebook, Instagram, Twitter, or LinkedIn, all have a personality, and each of them caters to a specific type of audience. So, based on the nature of your business and industry, it’s crucial to determine which platform will do you the most favors and will have the most ROI.
In short, Facebook is suitable for any industry and works best when targeting baby boomers as well as generations X and Y, as they are the most active on the platform. Facebook excels at driving traffic to your website, as well as increasing reach, engagement, and views. But because of its somewhat recent algorithm changes, Facebook content usually needs to be supported by a paid strategy to be visibly successful.
Instagram, on the other hand, is a highly visual platform, meaning that it caters best to brands in the lifestyle industry such as fashion, travel, food, beauty, family, pets, interior design, etc. Twitter, on the other hand, is best for businesses that want to engage with other industry leaders and be part of discussions related to their field. Lastly, LinkedIn is excellent for B2Bs where you can share content that’s informative, interesting, educational, and provides overall value to the audience.
Email Marketing and Content
Over 93% of all B2B marketers use email to distribute their content, 74% of them identify the email as the most effective means of distributing their content. With this in mind, your content will only stand to thrive under a well-implemented email strategy as it will be an essential platform to build your subscriber base. Email newsletters will contain various white papers, e-books, case studies, or relevant blog articles that are sure to entice your audience into providing their contact information.
But keep in mind that, like with most other digital marketing strategies, email marketing needs to continue to be tuned to the wants and needs of your audience. Always provide them with a fresh, useful, and relevant material, otherwise, risk not experiencing the full potential.
Video content is taking the world of marketing by storm. In fact, by 2021, over 80% of all customer-oriented content will be in the form of the video. Their versatility, sharability, alongside being easy-to-understand, and entertain, make video content much more successful than their written counterparts. How-to videos, in particular, are highly sought-after by people, especially millennials, as a means of quickly picking up a new skill.
SEO and content marketing work together seamlessly. And somewhat like social media marketing, SEO cannot indeed exist without content marketing and to be successful, they need to go hand in hand. Several factors need to address when working with SEO, such as keywords, internal and external links, as well as the technical optimization of the website to increase the user experience.
But from an SEO perspective, content needs to be of high quality for both to truly shine. With a recent Google algorithm change, more emphasis was placed on high-quality and valuable content, meaning that fresh, useful, creative, and unique content will get indexed better and faster than content that’s of low value and focused on the other metrics such as keywords.
It is without a shadow of a doubt that blogging is almost synonymous with content marketing. Of course, content marketing is much more than just blogging, but it is, nevertheless, an integral part of it. A comprehensive and well-implemented blogging strategy can boost your SEO efforts, develop and strengthen your relationships with current and potential customers, increase your brand’s reputation and establish yourself as a thought leader in the industry, increase your reach, and develop more opportunities for sharing.
It is mostly accepted that content sits firmly at the foundation of every other digital marketing strategy out there. Without content, there isn’t much you can do with SEO, email marketing, or social media. And it is for this reason why content marketing can enhance all of your digital marketing efforts. For more information on content marketing, feel free to visit our website.