What is content marketing?
Content marketing is a type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand, but is intended to stimulate interest in its products or services.
Using content marketing to sell is not content marketing. A content marketing is not an advertising, it isn’t push marketing in which messages are sprayed out at groups of consumers. Rather, it is a pull strategy – it’s the marketing of attraction.
A Roper Public Affairs poll found that 80% of business decision makers prefer to get information about a company from articles, rather than from ads, 70% say content marketing makes them feel closer to the company and 60% believe company content helps them make better product decisions.
All because content marketing creates value and helps people. It answers questions and provides foundational information. It makes customers and clients be more educated and informed, so they feel they can make the decision of purchasing or getting the service. It is being there when consumers needs you and seeks you out with relevant, educational, helpful, compelling, engaging and sometimes entertaining information.
One primary change came, when search marketing came out. A resource says that, 90% or more of buying decisions begin with a web search. But on the Internet, practically no one’s searching for an ad; Good thing is that marketers knows that content can provide the solutions to prospective buyers, who are seeking when they use search.
How? Content marketing can also create a virtuous circle in tandem with search engine optimization (SEO) efforts. More content helps a brand, product, service, or company rank higher in search engine results—provided that content is useful, helpful, relevant, or engaging. People talking about that content in social media channels creates links to the content, which in turn further elevates it, search-wise.
Lastly, content marketing may be cheaper thanks to digital innovations, but it certainly isn’t free (even if your Facebook account is), nor has digital made it any easier. Consistently delivering quality content to a target audience requires thought, work, originality, strategy, experimentation, and persistence.
The tricky part in content marketing is that, what works to support a business won’t be what works for another.
There are no hard and fast rules in content marketing, only guidelines. A content marketing creator must be prepared to experiment, be prepared to fail – but makes sure to learn from those failings and above all, just have fun in creating interesting, compelling, original, educational, diverting, immersive, entertaining and attractive content, that can be as valuable and inspiring for the creator and its intended audience.
“Stick-a-toe-in-the-water-and-see-what-works approach. Don’t be afraid to start small and even to fail”
Digital Marketers consistently creates and publish content as a full time job. Their main problem isn’t enough content, but knowing what content actually merits time and attention. The only way for them to find out is to experiment and to test – not randomly, of course, but based on defined goals, strategies and needs.