In past blogs, we have walked you through how to successfully build a digital marketing strategy into your overall business plan. By determining the key factors of who your clients are, why they need your service or product, and where to find them online are all crucial to your success in digital marketing. By gathering this necessary information, it will allow you to formulate a plan for how your business will compete in the market. You must understand that you cannot sell to those who do not know your services or products exist. By taking these past lessons into consideration, we start considering email marketing, which is probably the most popular and powerful piece of content marketing material to have as part of your digital marketing strategy. While you are not limited to only these listed forms of content marketing, it can be used in conjunction with other forms that work best your business.
In its essence, the definition of content marketing can be best explained as the usage of any platform to publish content in a way to attract your ideal client. Simple. Right? Take a minute to think about all of the different online platforms you have visited within the last day or two. Did you happen to see images displaying statistics? Maybe you watched a video on how to bake a cake? Whatever you may have searched, think about how each of these businesses has strategically placed this information in such a way to draw you in.
Content Marketing uses a very specific marketing approach. It tends to focus on creating and distributing valuable, relevant and consistent content to attract and retain a specific audience along with establishing a profitable customer action. Content marketing materials are easily shareable across many platforms from emailing a friend to sharing it on your social media platforms. Content marketing is not to be used as a pitching technique of your services and products, instead, consider it a way to deliver information that makes your buyer more interested in what you have to offer them. Ultimately, in order to be successful in content marketing, you need to first understand the reasons why you need to utilize it for your business.
Top 3 Reasons to Use Content Marketing
- The first is that content marketing increases your brand awareness
- The second is that content marketing has a low entry cost
- The third is that content marketing will allow you nurture brand loyalists
Marketing as a whole is impossible without great content. This we already knew, right? Regardless of which type of marketing you use, content marketing should be a part of your brand’s process and not something off on its own. With the ever-expanding list of new tactics, trends, data and content tools, many of these strategies complement each other well when used together in a very calculated way.
Types of Content Marketing
We mentioned that many of these types of content marketing can and should be used together. If you focus on only a certain type of content for your business, then you are limiting yourself tremendously. This is precisely why you need to exhaust your content by creating various formats that can reach your ideal audience in various ways. Let’s take a look!
1 | Infographics
Infographics are a great example of how you can use images, graphs, and texts to interpret data in a more visually appealing way. They can be used as practical guides that tell people how-to do or operate something of value. These guides are very user-friendly and an easy way to catch the attention of your target audience. Content Marketing materials with visual elements can generate 94% more views than simple text. You will also come across as an expert in your field.
2 | Whitepapers & eBooks
Ebooks have become very popular over the years because of its ease of use on the go. Many hard copied books are now available in this format. Whitepapers, on the other hand, are considered to be less visual and be heavier in context. They are created to outline a problem/solution to any given topic. For example, a social media marketing company might release a white page on the return on investment social media marketing produces for small businesses. The white page would first outline the problem – the difficulty of accurately measuring the returns of social media marketing – and then outline how the company is a solution to that problem with a particular product or service.
While these are both different in many ways, what their end product achieves are very much similar. Whitepapers and eBooks are meant to be geared towards a very specific audience who are looking to learn a specific subject. They contain lengthier more in-depth documentation to enhance your credibility and attract highly qualified leads to your website. This type of content is most prevalent on platforms like LinkedIn.
3 | Videos
Videos are the perfect way to deliver your message. They are a more entertaining and attractive way of communicating other than text. Videos include YouTube, Social Media, Testimonials, Digital Ads, and so much more! Your target audience can relate to your personality and your business structure within a matter of minutes. Videos are great to show off products, a service or procedure where the ending result is what your client is most interested in. When was the last time you watched how-to videos? Webinars, though they are not videos per say, organizing a live video session gives you the ability to interact with your audience. They are also a great way to gather a group of like-minded individuals for a seminar or talk over the internet. You are able to achieve so much with a video. Be creative and do some research on how your competition is utilizing videos.
4 | Blog Posts
Blogging has become another very popular avenue for growing your network. It is fascinating to tell a story or talk about your life’s events or product reviews you’ve made. They can also be time-consuming and tiresome to create new and exciting content that your followers would enjoy reading. On the other hand, blogging offers many benefits to those that are focused on its success. Creating blog posts allow the writer the opportunity to dive in deeper and add longer content full of quality information. Think of your blog as your digital magazine. You can add photos and videos to add a better understanding of your topic of choice. Great examples are how-to guides, product reviews, interviews, and tips, just to name a few. Blogging offers you the ability to increase your website traffic. They are also a great way to optimize your website with Search Engine Optimization (SEO) which Google appreciates! Search engines also reward businesses that publish quality, consistent content.
5 | Pay Per Click (PPC) Ads
Many marketers believe that you either use Content Marketing or you use Pay Per Click Ads to grow your business, but rarely both. Both approaches are valid, so why not combine your content marketing with your click advertising efforts? Be implementing this tactic, you must review what has already been working for your business marketing wise. You are looking to promote the best performing piece of your current content marketing campaign and make it better by looking at your competitors and constantly split testing. Pay Per Click Ads (PPC ads) can generate leads and boost your conversion rate when done correctly and consulting an expert in this field. By utilizing their superior targeting tactics, you will be able to collect and convert leads in no time.
Start Creating Content Today
Ultimately, getting the right customers to contact you requires the perfect delivery of your message on the perfect platform. Content Marketing is a long-term strategy for building your brand, enriching your audience’s lives, and most of all, earning their trust. It is so much more than creating, distributing and sharing content in order to engage your audience, generate leads and improve your branding. Content Marketing needs to have a strategic approach and not used to explicitly promote your brand but is intended to stimulate interest in its products or services. Naturally, the type of content marketing tactic you choose has to fit in with the brand or product you wish to sell. Take some time and research the many other types of content marketing options and focus on how your brand can benefit from using them.
Whichever form you choose, be sure to brand your content and make your logo is visible in multiple areas. All of these methods, if done correctly, will boost your brand’s recognition. Whether your efforts are successful on your first go around, the recognition will be very valuable itself.