What is Content Marketing?

What is Content Marketing?

Content Marketing: A Simple and Straightforward Definition.

Here’s how to define content marketing and use it to your business’ advantage.

Over the past 10 years, the term ‘content marketing’ has continued to rise and garner some much attention amongst business owners, marketers and industry stakeholders. This is indicative of the fact that several businesses have found success by implementing content marketing strategies in their business model. 

If you’ve never heard of this term before (or if you have but you don’t know what it actually means), then this is a simple and straightforward definition for you: content marketing is the creation and distribution of online marketing materials that pique the interests of your ideal customer. 

The purpose of this type of marketing is to build your customers’ trust and confidence in your brand and, as a result, guide them toward making a positive purchase decision about your product or service. It is a long term marketing strategy that revolves around your customers’ interests and actions. 

To better understand content marketing, let’s break our definition into three parts:

Content marketing is the creation and distribution of online marketing materials that pique the interests of your ideal customer

  1. Online Marketing Materials 

These are marketing assets (or ‘content’ ) that are designed to engage, entertain and/or educate your ideal customers. It ranges from blogs to Ebooks to social media posts, infographics, emails etc. 

These online marketing materials may not outrightly promote your products or services but instead they highlight your business’ expertise and quality. They familiarize your potential buyers and customers with your brand and its identity. 

For example, this blog by Kelowna Women In Business (KWIB) highlights the beginning stages of the lead generation process for a marketer who is searching for contract work. The blog doesn’t necessarily promote KWIB’s services. Yet, a reader could read that blog and be so intrigued by it that peruse the rest of the site to find more valuable information and may even consider getting a membership so they could be a part of the Kelowna Women in Business community and learn so much more. Such is the purpose and power of content marketing. 

      2. Creation and Distribution

The creation and distribution of your online marketing materials is critical to the success of your content marketing strategy. 

Before creating your content, you should be able to define your buyer’s persona and identify your marketing goals. Consider the topics or questions that might be on the minds of your ideal customers and how your contents could educate and guide them in their purchase decision-making process. By focusing on these topics, questions and solutions, you will be able to create content with the right messaging for your customers.

The distribution of your content is key. You don’t want to put all the work into creating excellent content, only for them to land on deaf ears or yield minimal sales or engagements. Before distributing your content, consider the stage your buyer might be in and this could help you decide what distribution channel to use. 

Buyer Stages

Awareness Stage: A buyer in the awareness stage may need to learn more about trends or new occurrences in your industry and how that could impact their lives. You could decide to write a blog on your website or share educational social media content to raise awareness about the necessary topics. 

Consideration Stage: A buyer in the decision stage may be consideration stage may be wondering if your product or service is the best option for them. You could decide to share infographics or a video that compares your product/service your competitors’ and distribute this via targeted emails or on social media

Decision Stage: A buyer in the decision stage may be hesitant to buy your product until they can validate its quality. You could decide to share positive reviews of your product on social media or your website or distribute user-generated content on your social media

3. Pique the interests of your Ideal Customer

Remember: the purpose of content marketing is to build your customers’ trust and confidence in your brand and, as a result, guide them toward making a positive purchase decision about your product or service. 

As you create and distribute your content, be sure to track and analyze how your customers are engaging with your content and if these engagements are leading to new leads or more sales. 

Invest in tools such as Google Analytics (for tracking website visits and conversion rates) and Hootsuite (for monitoring social media engagements)

As you go, you may discover that you need an expert to help you manage the process of strategizing, creating and distributing your content. Exposed marketing team of experts are equipped you to support you as you begin to implement or optimize your content marketing strategy. Contact us to get started. 

 

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