Content Marketing
Content marketing involves creating and sharing valuable, relevant content to attract and engage a target audience. The goal is to drive profitable customer action by providing information that meets the audience's needs. This approach focuses on building relationships and establishing trust rather than directly promoting a product or service.
8 Key excerpts on "Content Marketing"
eBook - ePubIntroduction to Digital Marketing 101
Easy to Learn and implement hands on guide for Digital Marketing
- Cecilia Figueroa(Author)
- 2019(Publication Date)
- BPB Publications(Publisher)
...Further, the reader will be able to promote, distribute, and design the content for marketing effectiveness. The reader can also measure the impact of Content Marketing, learn the role of content strategy and Content Marketing, and organize content. What is content? In simple words, content is a message that often includes a variation of a value proposition in a variety of formats. Content can be anything from a blog post, to a thank-you page, or an ad, and is aimed at building trust and connection between you and your audience. Elements of content Creating your content is one thing, but you need to make sure your message allows a high level of penetration in the audience, in a disinterested way, something that they perceive as valuable. All these elements will help the company ensure that it puts forth content that has the elements necessary to resonate and inspire action: Marketing technique: Content Marketing is a marketing technique whose ultimate goal is to generate brand and increase brand results. Distribution: It is linked to the creation of original content. You must use all the resources available to the brand to ensure that the highest possible percentage of our audience receives the highest quality content, and for this, planned and effective distribution is also crucial. Valuable content: The content that you distribute should be perceived as valuable. The public currently wants to consume as well as generate content according to their tastes and emotions. However, the competition is scathing; there is always someone with more resources than our company...
eBook - ePubThe Digital Marketing Handbook
Deliver Powerful Digital Campaigns
- Simon Kingsnorth(Author)
- 2022(Publication Date)
- Kogan Page(Publisher)
...07 Creating content that excites, informs and converts The Content Marketing Institute (CMI, 2021, 1) defines Content Marketing as ‘a strategic marketing technique to attract and acquire a clearly defined audience through the creation and distribution of valuable, relevant, and consistent content with the objective of driving profitable customer action.’ Even though Content Marketing and content might seem identical and the terms are sometimes used interchangeably, they are not quite the same thing, although they overlap to some extent. Put simply, the difference between Content Marketing and content is the aim of the former – to drive users through the funnel and become customers. Content does not have an explicit aim. Content Marketing exists to attract an audience, accumulate a following and drive sales. Why invest in Content Marketing? According to expert Neil Patel, Content Marketing is a long-term strategy that focuses on developing a strong relationship with your target audience by consistently providing them with useful, relevant, quality content. Unlike one-time advertising, Content Marketing demonstrates that you genuinely care about your clients. It’s particularly useful for B2B or in-depth subjects where it’s necessary to show expertise to win a customer. Benefits of Content Marketing include: Increasing brand awareness and loyalty. Engaging content can help a newly established brand develop trust. You may simply begin to create trust within your online space if your audience finds the information you’re sharing or creating intriguing, entertaining or useful. Conversion boosts...
eBook - ePubThe Definitive Guide to Strategic Content Marketing
Perspectives, Issues, Challenges and Solutions
- Lazar Dzamic, Justin Kirby(Authors)
- 2018(Publication Date)
- Kogan Page(Publisher)
...(2015) Forrester: A marketing strategy where brands create interest, relevance and relationships with customers by producing, curating and sharing content that addresses specific customer needs and delivers visible value… media-led Content Marketing relies largely on a conscious decision by a consumer to view the content. (2016) Content Marketing Institute: Content Marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined and understood target audience – with the objective of driving profitable customer action. (Pulizzi, 2012) Cannes Lions: The Entertainment Lions celebrate creativity that turns content into culture. Entries will need to demonstrate ideas that are unskippable; that is, work that captivates in order to cut-through, communicate a brand message or connect with consumers in a new way. (Matthews, 2016) [Cannes Lions Brand Experience] In these categories, the jury will consider brand experiences that harness the power of consumer influence to create and develop entertaining and engaging content to further brand’s reach and awareness and to drive business. (Cannes Lions, 2017) Jeremy Bednarski: Maybe more of a description than an actual definition, but I love how Michael Brenner describes Content Marketing (paraphrasing): instead of interrupting the things people are interested in, create the things people are interested in. (Cohen, 2016) Keith Blanchard – Story Worldwide: Content Marketing is the opposite of advertising. It is about engaging consumers with the stuff they really want, in a way that serves your brand’s purposes and ideals, rather than just trying to jam your logo into their periphery. It’s reaching the exact consumers you want, instead of a vaguely defined demo. It’s helpfully providing an experience they want, instead of trying to distract them from the one they came for...
eBook - ePubDigital Marketing in the Zone
The Ultimate System for Digital Marketing Success
- David Reske(Author)
- 2017(Publication Date)
- Morgan James Publishing(Publisher)
...Providing excellent and relevant content to potential buyers establishes you as an expert and authority, and engages potential customers throughout the buying cycle. This creates brand loyalty, improves retention, focuses attention, and generates leads. Engaging new and existing customers by educating them is a great way to build relationships, and it helps you and your company become a thought leader and industry expert. Consumer products companies as diverse as Kraft Foods and LEGO have been using Content Marketing for years to engage with customers, build their brands, and grow sales. Kraft started with recipe books and evolved into sophisticated websites and apps to help their loyal customers understand how to use food products such as Velveeta, Cool Whip and Jell-O in new and innovative ways. In the toy category, LEGO has a LEGO Club that produces a beautiful monthly magazine for LEGO fans and their parents. They also produce videos, games, and other content to make sure they are top-of-mind for their customers for every birthday or holiday. Both B2B and B2C organizations are producing and promoting a large variety of content. Companies produce videos, white papers, articles, infographics, e-books, and more in order to engage potential customers at many points in the buying process. Incredibly, 86% of marketers are using Content Marketing today 7. A recent Content Marketing Institute surveys show that the most popular types of content are social media content, articles on a website, newsletters, blogs, events, case studies, and videos. Susan’s Content Marketing Program Susan was the Marketing Director at a client that sold software to physicians to help them improve the cash flow from their practices. The company had been operating for several years and she hired us to improve website traffic and lead flow. We dove into the program, but the results came slowly...
eBook - ePubContent - The Atomic Particle of Marketing
The Definitive Guide to Content Marketing Strategy
- Rebecca Lieb, Jaimy Szymanski(Authors)
- 2017(Publication Date)
- Kogan Page(Publisher)
...02 Content Marketing versus content strategy As more and more marketers consider how content can work for them to rebalance the digital marketing, advertising and media mix, a certain degree of confusion is beginning to obfuscate discussions and debates. Two very distinct disciplines, content strategy and Content Marketing, are beginning to blur. And if they are not blurring, too many people carelessly use the terms interchangeably. It is clear that Content Marketing and content strategy are not interchangeable concepts, nor do they refer to the same thing. There is, though, a huge degree of interdependence. Let’s begin with their foundational definitions for consideration: 1 Content strategy : the planning, development and management of informational content. Content strategy must encompass content creation, repeatability, delivery, governance and ability to achieve business goals by maximizing the impact of content. Content Marketing : the creation and sharing of content for marketing purposes. In digital channels, Content Marketing refers to content that resides on properties the brand owns or largely controls from a content perspective (website, social media, syndication). I like Ahava Leibtag’s take on the issue. 2 The head of Aha Media Group says content strategies are about repeatable frameworks, and Content Marketing is about building relationships. Content strategy is what makes Content Marketing effective, yet according to multiple sources, including my own research, some 75 per cent of organizations are operating Content Marketing initiatives without a foundational strategy. 3 Content strategy is the foundation of Content Marketing Back in the Web 1.0 era of the 1990s, content strategy (although no one called it that) was primarily relegated to the user experience and website development processes. Your own website was pretty much the only thing online you could control or influence, content-wise...
eBook - ePubDigital Marketing Strategy
An Integrated Approach to Online Marketing
- Simon Kingsnorth(Author)
- 2022(Publication Date)
- Kogan Page(Publisher)
...Unfortunately, many brands still struggle, and continue to get Content Marketing wrong, because they have wrongly determined who is responsible for Content Marketing within the business. It starts at the top. Many brands and organizations continue to operate in silos. They have PR sitting on the upper floors, the SEO teams halfway up the building and, as ever, IT down in the basement. When an organization has different teams working individually, often to different performance metrics, it becomes incredibly difficult to develop a culture that allows content to thrive. Content Marketing is a form of marketing that touches every department, not just a handful of creatives and copywriters. It needs strategists and analysts to understand the market, branding teams to understand the customer psyche, marketers to create the idea, copywriters to produce the content, search marketers to understand the impact on SEO, PR to identify earned media opportunities and IT to make sure that it all works together. And that is just for a purely digital campaign. Content Marketing only works when the walls between teams are broken down and silos are removed, allowing teams to collaborate freely and work to a single, customer-centric goal. That is a culture that has to come from the chief marketing officer (CMO), or even the CEO. And it is this person who is ultimately responsible for Content Marketing in a brand. Without a clear focus and a culture that encourages collaboration, making Content Marketing work becomes infinitely more difficult. CASE STUDY Adidas Background A great example of a brand that has got Content Marketing right is Adidas. Strategy In March 2014 the Adidas Group, which encompasses both the Adidas and Reebok brands, announced that it had year-long plans to create ‘digital newsrooms’ for its brands. The move was part of a long-term strategy to capitalize on hot trends and build on ‘moments of celebration and acknowledgement’...
eBook - ePubDrive Sales With Digital Marketing
A Complete Blueprint on How to Use Digital Marketing Resources to Grow Your Business and Outsell the Competition
- Peter Dickinson, Charleh Dickinson(Authors)
- 2021(Publication Date)
- PublishDrive(Publisher)
...Ultimately, they’re going to be looking for some form of solution to a problem, and so your content needs to communicate that solution to them effectively so that they can use your services or at least understand what you do. And finally, it provides a sustainable approach to your Content Marketing, which means it can be disseminated in a range of places including your website, social media, and email in order to keep your audience up-to-date with your latest insights and developments. All of this helps to build up a strong foundation for your inbound marketing efforts to thrive. 1.3 Inbound Marketing Basics Having great content on your site will, over time, increase the number of visitors and, therefore, enquiries. But how does it work? The content that you feature on your site falls under the umbrella of inbound marketing, and the visitors you’ll get as a result of it are known as inbound traffic. Inbound marketing is what you need to do well to raise your brand awareness and help your target customers to find your website. So, the idea is that potential customers come to you, as opposed to you directly targeting specific people with inbound techniques like email marketing and paid advertising. For it to work well, content on its own won’t do – you’ll also need to use SEO. Search Engine Optimisation (SEO) is a process of increasing the quality and quantity of website traffic by improving the visibility of a website or webpage to search engine users. So, when your site features on the search engine result pages (SERPs), it will usually be in the form of what’s known as an unpaid result. This is because you haven’t directly paid for it to. appear there...
eBook - ePubInbound marketing
Just round the Corner Deals await you
- Chandranai, (Authors)
- 2018(Publication Date)
- BPB Publications(Publisher)
...It should be the aim of the marketer not only to sale a product once to a customer but the customer should come back and buy more products from the same marketer. This is known as re-engaging the existing customer. For this the marketer must maintain communication with the customer even after the sale is done. Returning customers not only increase sales but there is also lowering the cost of acquisition because the marketer needs to put much lesser effort here as compared to getting a new customer. “Thank you” emails or messages are the first line of tactics for continuing the communication with the customers. These are sent as soon as the purchase is done. We call such content as Embrace Content and is sent periodically thereafter. This helps strengthen the customer relationship, in addition, this effort also gives feedback about the product as well as the campaign. Other forms of embrace contents include product shipment notifications, loyalty points, feedback surveys, emails, etc. Ans 4. Refer to Section 5.3 The FourE’s of Content Marketing are the four types of content that are offered to clients at various stages of Sale’s funnel. I. Educate Content Educational content is for persons who want to have an in-depth knowledge about the company and its products & services. Such people need a lot of educational material about the products, etc. They need reliable and trust worthy information in order to form an opinion. Educational content that can help at this level includes (but not limited to): FAQs, “How To” articles, product spec sheets, infographics, videos, social media posts, review reports, etc. This is offered at the Top of the funnel and is research- oriented. II. Engage Content We need to serve such content to the visitors as part of initial conversation which the visitor is interested in, in order to start engaging the visitor and generating interest in their minds. Such conversation is used to turn visitor into a Lead...
