Content marketing is marketing that focuses on creating, publishing and distributing valuable and relevant content for a target audience. In simple terms, it is developing and sharing content with the aim of engaging current and prospective customers. In today’s business world, sharing quality, relevant and valuable information to potential and present customers leads to profitable consumer action.
Content marketing communicates with the customers without selling. It seeks to enlighten the client with useful knowledge.
• Valuable information
People who go through the content whether video or blog need to get something meaningful. Your audience should feel they have added something to their knowledge, entertained or engaged in a worthwhile manner.
Your business will stand out when they offer real content published over a specific duration. There is a significant need for constancy in the content itself, writing style, tone, appearance and feel of the content. You need to deliver in a manner that helps consumers identify and familiarize with your business.
The content must address the clients’ needs and interests. Let your audience see that you understand them and they can rely on you for answers. The essential thing here is to comprehend what your clients want. Relevant content should inform the audience about your business and products or services you offer. It should be interesting to make you stand out among the many enterprises offering related products and services.
• Defined Audience
You content must target to benefit a well-defined audience. If you know your target audience then you are in a position to understand their needs, concerns, and interests. You also identify potential clients.
It appeals to the customer more than conventional marketing. Many people today research on products and services before buying or subscribing. Customers do a prior research on virtually everything from vehicles, electronics, farm produce etc. and compare prices and features before heading out to the market.
The conventional marketing strategies are less appealing to modern shoppers. People want to make informed choices rather than buy a product from a marketing perspective. In fact, many consumers today learn about companies through articles and a few do so through conventional advertising. Consumers want to buy what they know and now what is being advertised. To simplify this, articles give a deeper insight into a given product than advertisements do. Another crucial aspect of content marketing is that customer’s feel close a business that helps them make good buying decisions.
Marketers use education-based marketing to achieve various business goals.
Improve brand visibility and awareness
Exhibiting your expertise via content sharing is an excellent way to reach your target market and start to build brand awareness each time someone views your articles, pictures of videos.
Convert followers into customers
Some individuals need to see or hear and learn about you before they can engage into business with you. By sharing about your business, products, services and values, you give potential clients the trust to work with you and they are more likely to purchase from you.
Get to know your customers
When you share your article or video via social media, your customers have a chance to give feedback. The feedback allows you to evaluate your clients’ attitude, satisfaction and understand they needs even better. Meaningful content evokes contribution by people and you can also engage them in discussions. When consumers respond to your content, it opens channels for sharing brand knowledge. Remember that consumers easily build relationships and prefer to trade with the brands that are open and communicative.
Create brand advocacy
You customers can advocate for your business if you allow them to share your content to their followers. The more your clients share, the more your brand awareness and visibility improves.
Create trust and credibility
People do business with those they trust. The best way to earn peoples’ trust is by sharing your knowledge.
Build repeat customers
Content marketing offers an excellent way to stay in the minds of your customers. You periodically reach your customers by providing information that they find useful. This makes it easier for them to remember you whenever they require you. You are the first person that will come to mind if they find someone who needs you.
Improve SEO rating
Quality content improves SEO. Approach this by blogging quality content and link it with your brand. Avoid poor content with keyword stuffing and you will have positive results. For a business website, increased traffic often leads to increased sales.
Create loyal customers
Providing free information can build strong connection with your followers. Valuable information gives your customers a reason to invest in and stay loyal to your brand. If you post regularly, your clients familiarize with your brand.
Here are the crucial elements necessary for content marketing
The marketing departments need skilled staff to develop and optimize content for SEO and simultaneously manage social media. A business therefore needs a blogger and a content developer to come up with premium content. A designer is also important to do the visual designs including videos and graphic work.
Content marketing requires a business to use technology such as content management systems (CMS) to manage digital content. CMS enables the content managers to set up blogs, and add blog posts and web pages. With the right content and technology, the business now needs some analytical technology to gauge performance against set goals. Other useful technologies in content marketing are project management design software and project management software. With all the above in place, your business is ready to go for content marketing.
Distributing your content
After creating your content, you need to find a way of getting it to reach your target audience. Social media platforms offer the best option for distribution. You can use your Facebook page, Instagram, Pinterest, Twitter, LinkedIn, Google+, article repository sites just to mention a few.
While content marketing entails sharing valuable information to lure customers, copywriting focuses on leading the reader to take a given action. Such actions include making a purchase, subscribing to a mailing list or sign up for a service.
Content sharing involves blogs and podcasts while copywriting uses adverts, sales pages, and direct mail.
The aim of content marketing is to develop long-term customers and not pushing people to become customers.
Copywriting is focuses on prompting an action from the readers. You can create content in a creative and casual tone and maintain a free flow of ideas.
Content marketing has a psychological advantage as opposed to direct marketing since it enables the marketer to rely information about the product or service to potential clients without the pushing them into making a purchase. Article marketing has proved useful and efficient for internet marketing ventures.