Marketing has been around as long as people have been selling things, but it has gone through a lot of changes over the years. Some strategies work, and others fall flat. Some marketing plans get big results for a short time, and others take years to build up a brand. It can go so many different ways.
Content marketing has been around for a long time, but the internet has given it new life. Suddenly it’s relatively easy and cheap to do, and it can bring large rewards when carried out correctly.
Are you using a content marketing strategy as a part of the overall digital marketing strategy for your business? You probably should be. Let’s talk about why.
The Importance of Content
Content marketing, at the basic level, is providing content that will attract customers to your business. It’s generally offered for free, and it gives something to the people who see it. It differs from standard advertising because you’re giving something of value, rather than just reciting a sales pitch.
The content itself can really be anything – the only limit is your creativity. Just make sure that it offers some benefit to the target audience, or it’s a waste of time.
When done properly, content marketing is based on a strategy that encourages targeted groups of people to have more interaction and knowledge of your company. It can accomplish many goals, but it should always be designed in a way that it attracts people who are potential customers (new or returning). The benefits they receive will hopefully push them over the edge towards making a purchase and leave a positive image of your company in their heads.
Why is Content Marketing so Popular?
From a consumer’s point of view, people like it because they are getting something they want. Sometimes they realize that it’s a form of marketing, other times they don’t. Even when they do, they’re appreciative that companies are helping them. This leads to satisfied customers, increased sales, and better brands.
How do I Form a Content Marketing Strategy?
First, you need to decide on your goals. Do you need to get people to a website so they’ll buy something? Do you want customers to walk through the door of your store? Are you focusing on gaining new customers, or would you rather try to keep the ones you already have?
Your content can be a blog that’s shared on Facebook, e-books for customers to read, downloadable coloring books for children, or anything else you can dream up.
And, it’s not just limited to the internet. You can also give physical content, even if you only have an online business. Have you ever picked up a free brochure at a hotel or airport? That’s content marketing.
Once you build a strategy, the next step is to decide what content to create.
What Content Should I Create?
Before answering this, let’s reiterate one very important point: don’t simply make content for the sake of creating it. The internet has plenty of noise, so if you don’t do it right, you’ll most likely end up just wasting time.
How to create great content for your website depends on a lot of things. There’s no one answer of what to put out there, but it has to be determined in every case. Just think about it – it will be very different if you’re a toy store or an oil company.
How Will Content Marketing Evolve?
It’s hard to say because it’s directly tied to technology, among other factors. Just think of how different things were 20 years ago – before the internet. Or, 10 years ago when most people weren’t really using social media.
The good news is that it’s really only the delivery methods that will change. The concept of getting helpful messages across hasn’t gone away with technology, so just remember to focus on giving your customers what they need, wherever they need it.
So, Why is Content Marketing So Important in Digital Marketing?
The simple answer is that it works. If you’re smart about it, you only have to make a small investment, but content marketing can bring you returns for an indefinite period of time.
Will This Blow Up My Business Overnight?
No, probably not, I’m sorry. It usually takes a while for search engine algorithms and other factors to get people to your site, but it can sometimes result in a sudden spike once it starts to pick up. Patience, in the beginning, is rewarded later on.
A Checklist for Your Content Marketing
The best part about content marketing is that it can be fun, and it can follow your interests. It’s just another way of teaching or giving knowledge you have, and who doesn’t like talking about their passions. As an example, this article itself is a form of content marketing, because it’s a topic we love to talk about.
But, the sooner you start, the sooner it will pay dividends.
- Add value: Without a benefit, no one will care.
- Target a specific group: Experts have more knowledge than beginners, so it’s rare that they benefit from the same thing.
- Follow a strategy: You can’t arrive at your destination if you don’t know where you’re going.
- Make it timeless: Content is far less useful if it’s outdated. If possible, prepare to update it.
- Keep the quality high: If your quality is low, people won’t like it, and it won’t really work. It’s worth putting a little extra effort to do it right.
- Have fun with it: It usually covers topics that are fun and interesting for you, so don’t overlook that.
Are you looking for someone to help you with Content Marketing? The Brandsmen do just that. Get in touch with us today and we would be happy to assess your situation to determine if we can help!