No matter what the nature of your business is, you’ll need to establish your presence in your chosen market. In today’s world, companies and brands can no longer rely on marketing techniques (such as traditional advertisements) that used to work a few decades ago.
As the market evolves, so should your strategy. With a well-planned content marketing strategy, you can better resonate with your target audience.
What is Content Marketing, Exactly?
By definition, this is a type of marketing that relies on content which your potential (and existing) customers find valuable in some way. More than that, it also involves delivering content regularly to attract leads and convert them into paying customers.
Why Is It Important, Though?
For starters, the world’s biggest brands leverage the power of content marketing to capture new customers and strengthen their relationship with existing ones.
Whether it’s electronics giants like Microsoft, or manufacturing titan like John Deere, they consistently publish content on their sites to strengthen their presence in the public’s collective consciousness.
By improving people’s confidence in their brand, it helps the company’s long-term growth.
What is NOT Content Marketing?
You might think that posting on social media or giving out a free e-book fall under this definition. While those things are considered content, they don’t drive traffic to a specific destination (such as a content-driven site) where people can get even more valuable content.
So, this isn’t about trying to promote your products or services directly, but educating your customers about a set of specific topics and enrich their knowledge.
This results in better engagement, brand loyalty, and yes, in long-term profits.
It’s important to remember that with content marketing, the focus is on valuable content that your audience can use even if they don’t buy anything from you.
But if you do content marketing right – and your prospects know that YOU know what you’re talking about –they’ll end up doing business with you.
What’s A Good Example of Content Marketing?
As mentioned earlier, John Deere does this quite well. They have a brand magazine called The Furrow, which has been around since the 19th Century.
It also has an online counterpart and a podcast to keep up with the times. Today, The Furrow has a massive global reach of over two million subscribers because of the quality content it provides readers.
Whether it’s farming, animal husbandry, landscaping, or other relevant agricultural trends, The Furrow is a valuable resource for a worldwide community. It also solidifies John Deere as a trusted authority in its field.
What Are Other Types Of Content Marketing?
Infographics are an excellent way to get valuable information across in a visual format. These are highly shareable pieces of content that can quickly educate your audience on a topic that’s relevant to your industry.
Putting up entire sites dedicated to regularly publishing content is also another form of content marketing. Having authors who are experts in their field talk about subjects that matter to your clients also drives engagement.
Also, podcasts (which you can put on your site) and videos (such as those on YouTube and Vimeo) are great ways to further educate prospects about something they’re passionate about.
Whether it’s entrepreneurs sharing secrets to growing their business or automotive companies teaching viewers how to fix minor car issues, this type of content marketing can build a loyal following as well.
Content Marketing and Brand Success
In short, valuable content is the lifeblood of any successful PR marketing campaign. When you can provide useful information that people can easily share with others, it exponentially boosts engagement in a short amount of time.
Not only does quality content boost brand awareness, but also helps customers decide to do business with you.
As such, effective content marketing can mean the difference between a curious prospect and a full-fledged customer who believes in your brand.