what is content marketing?
Content marketing may be a sort of marketing focused on creating, publishing, and distributing content for a targeted audience online.
it’s often employed by businesses so as to: Attract attention and generate leads. Expand their customer base. Generate or increase online sales. Increase brand awareness or credibility.
Engage a web community of users. Content marketing attracts prospects and transforms prospects into customers by creating and sharing valuable free content.
Content marketing helps companies create sustainable brand loyalty, provides valuable information to consumers, and creates a willingness to get products from the corporate within the future.
This relatively new sort of marketing doesn’t involve direct sales. Instead, it builds trust and rapport with the audience.
Unlike other sorts of online marketing, content marketing relies on anticipating and meeting an existing customer need for information, as against creating demand for a replacement need.
As James O’Brien of Contently wrote on Mashable, “The idea central to content marketing is that a brand must give something valuable to urge something valuable reciprocally.
rather than the commercial, be the show. rather than the banner ad, be the feature story.” Content marketing requires continuous delivery of huge amounts of content, preferably within a content marketing strategy.
When businesses pursue content marketing, the most focus should be the requirements of the prospect or customer. Once a business has identified the customer’s need,
information is often presented in a sort of format, including news, video, white papers, e-books, infographics, email newsletters, case studies, podcasts, how-to guides, question and answer articles, photos, blogs, etc.
Most of those formats belong to the digital channel.
Digital content marketing may be a management process that uses electronic channels to spot, forecast, and satisfy the content requirements of a specific audience.
It must be consistently updated and added to so as to influence the behavior of consumers
The keyword here is “valuable.” It’s what changes this definition from one that would describe almost any sort of advertising or marketing. you’ll tell if a bit of content is that the sort that would be a part of a content marketing
campaign if people seek it out if people want to consume it, instead of avoiding it. So was VW’s 2014 “Game Day” commercial, which has been viewed on YouTube almost 18 million times as of the writing of this post,
an ad, or content marketing? the solution is it’s both, counting on how it’s received by each individual who is exposed thereto. an equivalent will apply to any piece of content marketing you create,
counting on whether the recipient received value from it or not. in fact, the goal is to supply the maximum amount of value from your content marketing to the. More about content marketing
Five Content Marketing Examples
There are as many sorts of content marketing as there are sorts of content–far too many to hide here.
My intent is to offer you an introduction to content marketing and obtain you thinking sort of a content marketer so you’ll see the opportunities all around you. Soon you’ll be arising with 50 content marketing ideas a day.
You won’t be ready to stop seeing opportunities to make content. Here are five examples to assist your mind start percolating.
These are generally long, vertical graphics that include statistics, charts, graphs, and other information. If you would like some examples, here are 197 infographics on the subject of content marketing curated by Michael Schmitz, head of Content Lab at Publicis, Munich.
Infographics are often effective therein if one is sweet it is often passed around social media and posted on websites for years. you’ll get a professionally designed infographic by hiring a contractor
on a site like oDesk or if you would like to get rid of a number of the danger you’ll accompany a corporation like Visua.ly. an honest infographic will usually cost you a minimum of $1,000 to possess designed but can cost
several thousand dollars if you’re hiring a contractor or agency to incorporate strategy and planning, research, copywriting, and style.
there’s also the matter of promoting that infographic to bloggers and therefore the media. otherwise, you could found out a board on Pinterest and curate infographics on a subject associated with your business.
that’s also a sort of content marketing, and it costs nothing but some time. Hey, it worked for Michael.
What’s the difference between a traditional webpage and a webpage that’s content marketing? Consider The Beginner’s Guide to SEO from Moz, a provider of SEO related tools and resources. This resource offered for free of charge,
has been viewed many times, bringing in countless customers who otherwise might never have stumbled across Moz and therefore the services they provide.
Or take a glance at a case study from the planning firm Teehan+Lax. Most case studies are boring. Their case studies are fascinating. That’s the difference between simply putting content on your website and content marketing.
Michael Hyatt, author of the best-selling book Platform: Get Noticed during a Noisy World, practices what he preaches. His “This Is Your Life” podcast is downloaded 250,000 times monthly.
As Hyatt elaborates on his blog post 4 Reasons you ought to Consider Launching Your Own Podcast, “A podcast gives you visibility during a completely different world—primarily iTunes.
I even have had many new people say that they had never heard of me until they stumbled onto me in iTunes.” Hyatt gives valuable information and advice in his podcast–all for free of charge.
But that podcast results in more sales of his books, signups for his courses, and requests for him as a speaker.
Gary Vaynerchuk may be a master of content marketing using online video, just take a glance at his YouTube channel. He got his start creating videos to market his family’s wine store and thru those videos and other online marketing he eventually grew it to a $45M empire.
Videos and podcasts are a largely untapped sort of content marketing because people think it’s expensive and hard. But with the falling cost of professional-grade equipment creating top-quality video and audio content is simpler than ever.
Amateur video content marketing has been wont to sell blenders, launch new dental products, and market Hong Kong visa consulting services. What video could you throw together for your company which may change your fortunes overnight? it’d be easier than you think that.
Like movies, people often consider books as selling themselves, but savvy marketers don’t sell books just to sell books, they sell books as marketing tools.
Michael Port’s sales manual Book Yourself Solid may be a great read for entrepreneurs, salespeople, and marketers, and while I’m sure Port enjoys selling his book, the book may be a tool for driving customers to his coaching and speaking services.
Although with self-publishing it’s easier than ever to publish a book, there’s still the perception that it’s difficult which only reputable professionals can publish a business book. Publish your own,
and albeit people don’t read it you’ll still use it as a sort of content marketing whenever you’re introduced as “Author of…”
Those are just a couple of samples of content marketing.
I could even have mentioned white papers, ebooks, apps, speechmaking, presentations, and blogs. Entire books are written on using each of those in content marketing efforts.
The rise of content marketing has turned many traditional businesses into media publishing companies.
Red Bull, which sells a high-energy beverage, has published YouTube videos, hosted experiences, and sponsored events around extreme sports and activities like mountain biking,
BMX, motocross, snowboarding, skateboarding, cliff-diving, freestyle motocross, and Formula 1 racing. Red Bull Media home is a unit of Red Bull that “produces full-length feature films for cinema and downstream channels (DVD, VOD, TV).
The Red Bulletin is a world monthly magazine Red Bull publishes with attention on men’s sports, culture, and lifestyle.
The personal finance site Mint.com used content marketing,
specifically, their personal finance blog MintLife, to create an audience for a product they planned to sell. consistent with entrepreneur Sachin Rekhi, Mint.com targets building the audience for MintLife “independent of the eventual Mint.com product.”
Content on the blog included how-to guides on paying for school, saving for a house, and getting out of debt. Other popular content included in-depth interviews and a series of monetary disasters called “Trainwreck Tuesdays.”
the recognition of the location surged as did the demand for the merchandise. “Mint grew quickly enough to sell to Intuit for $170 million after three years in business. By 2013, the tool reached 10 million users, many of whom trusted Mint to handle their sensitive banking information due to the blog’s smart, helpful content.”
The rise of content marketing has also accelerated the expansion of online platforms, like YouTube, Yelp, Linked In, Tumblr, Pinterest, and more.
YouTube, a subsidiary of Google, is a web video platform driving (and benefiting from) the surge to content marketing.
As of 2016, YouTube had over 1 billion users, representing 1/3 of all internet users and reaching more people 18–34 years aged than any cable provider within the U.S.
Yelp, a web business directory, has seen 30% year overgrowth within the number of reviews, ending the second quarter of 2016 with 108 million reviews for over 3 million businesses.
Businesses actively curate their content on these platforms with hopes to expand their reach to new audiences.
Part of transitioning to a media publishing mindset requires a change in structure and process to make content at the speed of culture. The old model you see on shows like hell Men is just too slow and cumbersome.
By the time a thought becomes a billboard, it’s out of date. Marketers are increasingly co-locating insights, creative, production, legal approval,
and placement to extend interaction and speed in producing and distributing content. Marketing content production is transforming from an ad agency model to a newsroom model.
Metrics to work out the success of content marketing are often tied to the first goals of the campaign.
For example, for each of those goals, a content marketer may measure the various engagement and conversion metrics:
Brand awareness and visibility
Businesses focused on expanding their reach to more customers will want to concentrate on the rise within the volume of tourists, also because of the quality of these interactions.
Traditional measures of volume include the number of tourists to a page and the number of emails collected, while time spent on the page and click-through to other pages/ photos are good indicators for engagement.
- Number of tourists to a page
- Time spent on the page
- Click-through across pages/ photos
- Number of emails collected
- Brand health metrics
Businesses want to live the impact that their messages wear consumers. Brand health refers to the positive or feedback that a corporation gets. It also measures how important a brand is for consumers.
These companies want to seek out out if brand reputation influences their customers to form a sale.
Measures during this part comprise
Share of voice (SOV) is that the number of times a brand has been talked versus its competitors (conversations). Outside the digital world, SOV stands for space and frequency a brand advertisement is placed on traditional media.
The sentiment is when the brand has positive, negative, or neutral feedback.
Brand Influence refers to the number of times a post, comment, or tweet is shared on different platforms.
Diversified user base
For businesses hoping to succeed in not only more – but also new – sorts of customers online, they ought to concentrate on the demographics of the latest visitors, as evidenced by cookies that will be installed,
different sources of traffic, different online behaviors, and/or different buying habits of online visitors.
Demographics of tourists
Sources of traffic (i.e., SEO, social media, referral, direct)
Differences in buying patterns and user-behavior of tourists Sales
on increasing sales through content marketing should check out traditional e-commerce metrics including click-through-rate from a product-page to check-out and completion rates at the check-out.
Altogether, these form a conversion funnel. Moreover, to raised understand customers’ buying habits, they ought to check out other engagement metrics like time spent per page, the number of product-page visits per user, and re-engagement.
Conversion through the sales process (the process from sign-up to check-out), including click-through-rates at each stage of the conversion funnel
Time spent on the page
Re-engagement (i.e., you look after returning visitors)
Click-through across product pages
Refers to companies that want to research whether their social media campaigns are generating commentary among consumers.
This helps them to return up with ways to enhance their product and repair. This involves a “high level of brand name engagement and builds brand loyalty”