Content marketing is one of most effective forms of marketing today, some argue the only one worth pursuing. Learn what content marketing is and how to use it as an integral part of your marketing toolkit.
- We've all been annoyed by a commercial interrupting our favorite TV show, or being forced to watch a pre-roll ad before viewing a YouTube video. Advertising is understandably annoying when it disrupts our experiences to promote something we're probably not interested in. Content marketing is just the opposite. It's not promotional, but instead centered around creating trust through storytelling. As a marketing medium, content marketing is the process of a company creating and sharing useful information that educates, entertains, or convinces consumers on topics related to its offerings.
Content comes in many formats like blog posts, videos, infographics, gifs, or gifs, white papers, drawings, social media, and more. It's created by a brand in a format their audience prefers to consume information, and then distributed wherever these customers are active online or offline. The goal of content marketing is to build relationships with a company's customers, inspiring them to take action, like recommending the business or subscribing to the brand's newsletter.
For example, a former client of mine, an e-commerce store that sold mattresses, built a blog on their website to share content about how to get a better night's sleep. Instead of promoting the details of the latest mattress and other products, which is boring to most people, their content provided value to their intended audience. By consistently publishing articles on improving sleeping habits, the brand was able to establish itself as an authority on sleep by sharing their unique expertise. Besides driving valuable links to their website, increasing sales, and generating press coverage from The Huffington Post and Lifehacker, their approach to content established a level of trust with their audience.
This is just one of many examples of what content marketing looks like in action. Content marketing is not an advertising showcase in the benefits of your products, an infomercial, press release, or testimonial from a satisfied customer. Content tells an engaging story and provides useful information related to your company's values and offerings. When content marketing is done right, people will choose to watch your videos, read your articles, or share your tweets because they're educational, entertaining, or convincing.
Don't over-saturate your audience with promotional messaging, instead deliver value to them an ongoing basis with one of a kind content.
- Benefits of content measurement
- Challenges to address
- Creating a campaign
- Choosing purpose-driven goals
- Setting a time frame
- Coordinating with other marketing efforts
- Investing in different content formats
- Aligning content with the buying process
- Calculating the cost of content
- Vanity vs. actionable metrics
- Setting up a reporting system