What is Content Marketing?

Content marketing is a scalable way to bring in customers and potential customers to your site via each of these stages. You can create content that targets those in the awareness, consideration, or purchase phase. As long as the content is optimized and provides what the audience is looking for, it has the potential to continue to bring in potential customers long after it’s been created.

Content marketing as a marketing strategy can be valuable to educate your target audience and help them get excited about your business. It’s also a good way to stay in touch with and re-engage existing customers.

To understand why content marketing can work as a strategy, think about the buyer’s journey. For many companies, it may look something like this

Awareness phase

this is where the potential customer is seeking information on a topic. They may be looking for a solution to a problem they experience, or are simply looking for information on a topic they’re researching.

Consideration phase

the potential customer is learning more about the options available that solve their problem, including your product or service.

Purchase phase

the potential customer is looking for information on how to make a purchase.

Today, outbound marketing strategies (or anything that interrupts your audience members) aren’t as effective at resonating with and converting audience members as they once were. Today, your content needs to reach your audience in a way that feels natural (a.k.a. inbound). A common way of doing this is by creating a narrative for your content — or telling a story. In doing so, your content will feel more authentic, engaging, and tailored to your audience.

So, what defines content marketing anyway?

What are the best ways to accomplish content marketing?

There are many different ways to get started with content marketing. A content strategy might include some or all of the following:

Posting regularly to a blog.

This can help you connect with customers and potential customers at any stage of the customer journey.

Downloadable content 

(ebooks, templates). Gated downloadable content can work well to attract prospects at the top or middle of the funnel.

Webinars

Webinars can help educate your target audience and form a deeper, more personal connection with customers.

Rich Media

(videos and podcasts). Rich media is a popular way to interact with your target audience and can be used across many marketing strategies, including SEO, social, and PPC strategies.

Interactive Tools

Interactive tools can showcase what your product has to offer, or simply serve as a way to engage your target market.

E-Mails

Emails help companies regularly re-engage their customers and prospects who have expressed interest in their content or business.

Landing Pages

Good landing page content can be crucial to helping site visitors understand your product or service, see the value, and want to learn more.

Types of Content Marketing

There are many types of content marketing that you may choose to incorporate in your strategy — here are some of the most common:

Social Media Content Marketing

With over 3.6 billion global social media users, it’s easy to understand why so many businesses invest in social media marketing. There are a number of platforms (e.g. Facebook, Instagram, Pinterest, LinkedIn, Snapchat) to work with and several ways you can create and share content on each of them (e.g. photos, live videos, pre-recorded videos, stories).

Infographic Content Marketing

Infographics display content, information, and data in an easy-to-understand, graphic format. With a mix of simple wording, short statements, and clear images, infographics are a great way to effectively communicate your content. They work well if you’re trying to distil an educational and/ or complex topic down so all audience members can understand it.

Blog Content Marketing

Blogs are a powerful type of inbound content and allow for a lot of creativity in terms of their purpose and topic. With a blog, you can do things like promote other internal and external content and blog articles via links, add social share buttons, and incorporate product information.

Podcasts Content Marketing

A 2020 survey found that 49% of 12-to-32-year-olds in the U.S. had listened to a podcast within the last month, with an average of six listening hours a week. For this reason, many businesses and media outlets have begun creating and sharing their own podcasts.

Podcasts allow for a lot of creativity as they can be about any topic of choice. Additionally, you determine other factors related to the podcast such as cadence of episodes, who’s on the podcast, where you advertise the podcast, and how long episodes are.

Video Content Marketing

According to Wyzowl research, 69% of consumers say they prefer to learn about a brand’s product or service through video. Additionally, video marketing can boost conversions, improve ROI, and help you build relationships with audience members. You may choose to share your video content on social media platforms, landing pages, or on a co-marketers website.

Paid Ad Content Marketing

Paid ads can help you reach a broad audience and allow you to position yourself in all of the places you want to be seen — paid ads are especially beneficial when paired with inbound marketing. There are many places you can share paid ads including on social media, landing pages, banners, and sponsored content.

Source contents & Credits:
Hubspot, blog alexa, google, youtube, unaids,