What is Content Marketing and How to Start
Table of Contents
What Is Content Marketing?
It involves creating and sharing relevant articles, videos, podcasts, and other media in order to attract, engage, and retain customers. Developing expertise in your field, promoting brand awareness, and keeping your business top of mind when it comes time for people to buy your products is a great way to establish your expertise.
Why is content marketing important?
Creating content is a great way to promote your business. It also gives you an edge over your competitors. Below are some statistics regarding content marketing:
- Sixty-seven percent more leads come for businesses with blogs than from other companies.
- Four out of five buyers review three to five pieces of content prior to speaking with a salesperson.
- In general, businesses that take advantage of content marketing generate more revenue by around 30% compared to those that don’t.
- 72% of B2B marketers report increased interaction and leads from their campaigns.
Types of content marketing
Content marketing can come in many forms – here are a few you can use in your strategy:
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1. Content Marketing on Social Media
Social media marketing is so popular with businesses due to the fact that there are over 4.48 billion users globally.
Several platforms are available to choose from and several ways are available for creating and sharing content.
2. Marketing with Infographics
Infographics present information, data, and content in a visually appealing manner. An infographic is a good way to communicate content effectively using short statements, clear images, and simple wording. This is a great tool for simplifying a complex or educational topic down to an easily digestible level.
3. Marketing Through Blog Posts
The purpose and content of blogs can be very creative, making them powerful inbound content types. Your blog can be used for things such as linking to other external and internal content and articles, adding social sharing buttons, incorporating product information, and more.
4. Podcast Content Marketing
According to a survey released in 2020, nearly half of 12-to-32-year-old Americans listen to podcasts on a regular basis, listening six hours per week on average. Due to this, many companies and media outlets are producing and distributing their own podcasts.
Since podcasts can cover any topic, they are very creative. Furthermore, you determine other factors pertaining to the podcast, such as if it’s episodic, who the guests are, and where the episodes are advertised.
5. Marketing with Video Content
Approximately 70% of consumers prefer to learn about a brand’s products or services via video according to Wyzowl research. As well as increasing conversions, video marketing improves ROI and helps you build relationships with your audiences. Your video content can be shared on a friend’s website, a landing page, or on social media.
6. Pay-per-click Content Marketing
Advertising is a great way to reach a large number of people and make yourself visible across a wide range of platforms — paid advertising is especially effective if combined with inbound marketing. Numerous ways exist through which paid advertisements can be shared, including on social media, sponsored content, banners, and landing pages.
Content Marketing in Action
When someone is considering buying something, content marketing can convince them to buy your product or service.
In order to take full advantage of it, content must be provided throughout the sales process, from awareness to contemplation to conversion. Content creation is simplified using this method. Don’t worry if it sounds complicated.
The following are ways companies leverage content marketing throughout the sales process to increase engagement and sales.
In the early stages of the sales cycle, you should provide content that addresses your audience’s top concerns.
The best way to engage with them is to write about their problems, concerns, and questions, which gives you a great chance at getting to know them. Information during the awareness phase can include educational, how-to content. Sell during the decision and completion phases.
At this point, the most effective content is articles, e-books, blog posts, videos, and newsletters
Information and marketing should be combined in content for the decision-making stage.
In addition to educating your readers about which features to consider, you should also explain how each feature can satisfy their needs. Content should naturally reflect the offerings of your company.
A good selection of materials for this phase would be case studies, video tutorials, how-to articles, checklists, and worksheets.
Prospects close to making a purchase are a great candidate for content marketing. If you continue to stress why you are the best choice over how great your product or service is at this point, you can concentrate on selling.
In essence, what you want to emphasize here is your experience, expertise, and the unique selling points you bring to the table.
At this point, the best content to use would be case studies, buyer’s guides, user-generated content, product videos, and research reports.
Content marketing: Getting started
You may feel overwhelmed by content marketing, however, successful campaigns are manageable and scalable. If you’re ready to begin, follow these steps:
- Determine who your audience is
When you are creating content tailored to a particular audience, it is important to have a good understanding of their needs, struggles, and preferences. In the case that you gave detailed explanations of each segment, select one or two to write about. Otherwise, create profiles of audiences beforehand.
- Decide what formats to use
You should choose a format that makes sense for the stage your content is for. Other factors to consider include the best formats for demonstrating value. Video may be the answer for some; others will need a checklist.
- Choose a writer, editor, and proofreader
The quality of your content will be judged by your audience, and it should be. Decide which resources you will need, including your own, for this project. If you want anything reviewed before it goes live, then you need to have it reviewed by a professional proofreader.
- Prepare a Distribution plan
Do you plan to post the material to your website, send it via email, or have it printed for a presentation? Consider “where” your target demographic resides, then select the right format.
- Establish a schedule you can live with
The tendency is to make plans that are too ambitious. Based on your target audience and the communication channels you plan to use, develop a short-term strategy (no longer than three to six months) to determine how many content pieces are feasible, based on your resources and budget. Record the amount of time it takes you to produce every copy, in order to plan accordingly.
- Observe best practices
It’s important for you and your colleagues to understand the content you’re producing. Tips and advice should also be included. The best type of content is short, meaningful, and actionable.
SEO and Social Media in Content Marketing
Your business will find good prospects easier if you use content marketing. Search engine optimization (SEO) is one way to do this.
Several SEO best practices can be found online, but to get started, focus on the few essentials.
Your SEO campaign is based on keywords. When prospects search for a company, product, or service, these are the kinds of words they type into a search engine.
More traffic can be attracted to your website when you use appropriate keywords. Good keywords include:
- Simple language: Describe the concerns and needs of your audience in their own words.
- Suitable: Keywords relevant to your industry, your products, and the kind of services you offer.
- Detail-specific: a blend of your expertise, industry knowledge, potential prospects’ concerns, and other relevant information
Live up to your word
The success of a search engine optimization campaign is determined by how effectively your content fulfills its promises. In assessing whether a headline reflects what it promises, search engines analyze its copy.
Incorporating high-quality keywords in your posts is important because search engines place a lot of importance on it. Follow these guidelines:
- Choose one or two keywords. Don’t stuff your content with keywords; instead, write about the things your prospects care about.
- Titles should include keywords. Be specific and straightforward about the topic.
- Keywords should be used throughout. Ensure your keyword placement is organic.
- Maintain a focus. You will achieve the best results with content that has advice about a headline.
It’s now time to spread the word about the content you’ve created. A proven and easy way to promote your content is through social media platforms like Facebook, YouTube, LinkedIn, Twitter, Instagram, and others. Your content is linked in a message, and voila! You’ve got engagement.
Here are three steps you can take:
- Channels with high potential should be targeted.
If you want to reach your audience, you should choose social media platforms they frequent. Take into account the major, mainstream channels, in addition to those smaller channels that can provide you with a good prospect. Build your audience list according to your audience’s preferences and ask them what channels they prefer.
2. Adapt your copy to the channel.
Each of these channels features a different professional appearance compared to fun, an established voice, and other unique characteristics. You should familiarize yourself with these details before writing posts for a channel. Add your company’s personality to your posts.
3. Your approach should be tested and modified.
Trial and error are essential to a successful digital marketing campaign. Keep track of the number and quality of responses. Rather than a lot of clicks that never result in an audience, fewer high-potential interactions could indicate that the channel isn’t right for you.
It is rightly said content is king and you can make wonders happen with content marketing. It is cost-effective, easy, and pretty much a good ranking factor for SERPs. If you are looking for a great content marketing strategy, pick up your phone and call Shrushti digital today!
About the Author
My name’s Semil Shah, and I pride myself on being the last digital marketer that you’ll ever need. Having worked internationally across agile and disruptive teams from San Fransico to London, I can help you take what you are doing in digital to a whole next level.