First off, what is content marketing?
Essentially, content marketing is the successor to the dying practice of traditional marketing. Traditional marketing was the go-to marketing strategy of the Pre-Information Age world. Traditional marketing included radio ads, magazine ads, and television commercials, all of which can now be fast-forwarded (thanks to DVR), “skipped” with just a click of a button, or just simply ignored. With traditional marketing becoming increasingly irrelevant in the Digital Age, content marketing is basically traditional marketing adapted to a digital landscape.
According to the Content Marketing Institute, content marketing is defined as “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”. They also describe content marketing as being an “ongoing process” that should be incorporated into a general, overall marketing strategy focusing on “owning” media rather than simply borrowing it, making it more powerful and effective than traditional marketing strategies which nowadays fail to catch customer interest and make a profit, which are the two pillars of marketing.
There are many types of content marketing that big companies like Microsoft are now using to stay up-to-date with the ever-changing, increasingly digitalized consumer landscape.
First, and most importantly, there is social media marketing
It is a marketing strategy designed specifically for all kinds of social media platforms like Facebook, Twitter, and Instagram, which see the most online traffic and have the highest potential to stay updated on what consumers need and want, reach out to a large consumer base, and, of course, bring in a huge profit.
Next is search engine optimization, or SEO
This means that popular search engines like Google reward businesses that publish high-quality and consistent content by placing information about their products, brand, and services or links to their websites higher on search engine results pages, making it more likely for potential consumers to see, click on, and learn about them instead of their competitors.
Third is public relations, or PR.
In the world of content marketing, successful PR strategies are the ones that address the issues that consumers care about instead of the issues that the business cares about. After all, since content marketing is basically all about “the art of communicating with you customers and prospects without selling”, in order to succeed, and gain and retain consumers, businesses need to care about the consumers, not about the business itself per se.
The fourth big content marketing strategy is “pay-per-click”, or PPC
This is a model of internet-based marketing in which advertisers pay a fee each time that their ad is clicked online. PPC is very similar to SEO and is most successful for ad content created for popular, high-traffic platforms like Youtube and Facebook.
Finally, another successful content marketing strategy is inbound marketing
Inbound marketing is the creation and distribution of content through all kinds of online channels and communities (like forums) in order to become more visible to online consumers and gain a larger outreach of potential prospects.
It is clear that content marketing is the new king of marketing strategies in the Digital Age, and that all types of businesses, whether big or small, are now relying on it to reach out to consumers in a way that does not alienate or annoy them, but is catered to the online worlds of search engines and social media, and can still generate a high revenue by both accessing and being more accessible to a larger, connected audience.
In other words, content marketing is important, so how can you know that you’re doing content marketing right?
First, know what your audience wants.
As aforementioned, content marketing is, at its core, all about creating valuable and consistent marketing that seeks to communicate with consumers, rather than just mindlessly try to sell your business. Doing otherwise guarantees that your online ad content will be skimmed, ignored or, worse, “skipped” with just a click of a button. You want to create ad content that caters to what your audience needs and wants, you want to catch their attention when their attention is being vied for by an onslaught of information (they don’t call it the “Information Age” for nothing!), so make sure to create content that is not only quick, appealing, unique, and straight to the point, but above all relevant to what consumers currently need and want. How do you know what your audience needs and wants? Get active on, and regularly check, social media platforms like Twitter, Facebook, or any of the thousands of available online forums. Social media and search engines aren’t just the new big platforms for content marketing. They’re the greatest sources for consumer feedback and marketing research.
Second, have a strategy.
Like with any marketing strategy, you need to have a detailed and documented plan focused on any one of the many types of content marketing strategies, whether it’s mainly about PPC or SEO or social media marketing. Don’t be disorganized. After knowing what your audience wants, develop a strategy on how to best produce the content and distribute that content online for consumers to see.
And, lastly, create and distribute the content.
This is content marketing at its core. First create the content and then distribute it on the appropriate online platforms, whether it’s through a search engine or on your company’s Twitter, Facebook ,or Instagram profile, to begin reaching out to consumers, hooking their interest, and generating profit. Always make sure to monitor the social media accounts or search engine results to see how often the content is being viewed or clicked on—basically, to measure the success—and to routinely update your profiles and accounts with said content. Posting too little can be ineffective marketing-wise, as not enough consumers will see or be reminded of your product, brand, and service’s existence, yet posting too much can be just as bad, since you’ll be annoying and turning away prospective consumers. So market your online content responsibly and with moderation.
Now that you know all that content marketing has to offer you, why not try it out? At Copywriter Today, we specialize in creating quality writing content at an affordable, monthly-subscription based rate, so contact us today!