Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action. Content marketing adds value for your customers. Basically, content marketing is the art of communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent.
Content can be anything from a blog post like this, an e-book, a video, an infographic, to something as simple as a status update on your social media.
Content marketing contributes to SEO efforts by generating natural inbound links and building up good content on your website that gets found in search engines. The return on investment for content marketing can be phenomenal if executed correctly.
Start with the Why
Chances are you want to produce online content to meet one of the following 4 goals:
- To attract new customers
- To raise awareness about your company and create buzz about it
- To share more information about your company online to make it easier for people to find you
- To foster your community and give them a reason to tell others about you.
When you create content you need to bear your goals in mind to achieve success.
To do this you must consider who you are trying to reach. Start with who your ideal customers would be; where do they live, how old are they? Consider where they spend their time online, this will dictate where you need to present and post content. What do they need? What can you create that will bring them value?
What do you want your audience to do? What action would you like them to take? Would you like them to sign up to your email list? Buy something from you? Like your Facebook page? Any content you develop should further develop your relationship.
The Secret of Content Marketing
Add value. Content marketing adds value. If you’re not sure how you can add value through content marketing, ask your existing customers what kind of content you can produce that would be helpful to them now or would have been helpful to them when they were looking for your product or service. They’ll tell you.
Content marketing has proven to be essential in today’s marketing world. It works because it takes a considerable amount of information and effort, but it creates something of value for your audience, that helps them make decisions about whether to buy from you or use your services or whatever your mission is.