If you’ve been following my blog or other marketing blogs, you’ve probably seen the term a lot. But what is “content marketing?”
You might see quite a few different definitions, but the simplest answer is to say that it is just how it sounds. It is the art of using content to build an effective marketing presence. It applies to all forms of marketing (print, online, social media, outdoor, radio, television, etc.). However, it primarily refers to online and social media.
Branding vs. Engagement
Not too long ago, websites were all about branding. You wanted a sharp-looking site with all the graphic bells and whistles to catch someone’s eye and show that you were a company worth taking an interest in. Though the aesthetics are still important and you want your site to be very user-friendly, content is now king. Success is all about what you say, how you say it and how you share it.
Search engines have evolved dramatically and social media has taken over our lives. Because of these undeniable facts, it puts a premium on producing engaging content that will attract consumers and build brand loyalty. From blog articles and overall site content to social media posts, clickbait ads and all forms of digital engagement, you must have good content and you must get people to see it.
The Benefits of Content Marketing
Effective content marketing will organically boost your SEO, improve consumer awareness, enhance your credibility and generate more leads. I would say these are all pretty important results that any business should be aiming for.
When it comes to developing content marketing, you should start with your end goal. What is the result you want to achieve? What action or engagement are you trying to create between you and the consumer? Once you know what you are looking to accomplish, then you can put a better strategy in place.
Content Creation and Sharing
Then, you need to create the content. Don’t just throw stuff together or plagiarize from other sources. Think about your topics, do the research and produce content that is informative, interesting and entertaining. Also, keep up a good frequency with blogging, social media posts, site content updates, reviews, post boosts and ad placements. Some content may produce immediate results while cumulatively it has a long-term effect in the minds of consumers just like all good forms of marketing should.
Now that you have good content, it needs to get in front of the people you want to see it. Choose your target audience(s) carefully. Use social media and other resources to get your content out there and create genuine engagements. You can have the best content in the world, but it’s worthless if nobody ever sees it.
Content marketing, when done right, is a very effective tool and it will probably be your most effective weapon in today’s marketplace. Put it together with a strong brand identity and other sound marketing strategies (both traditional and non-traditional), and you will certainly see the impact.
To learn more about content marketing or for a content marketing consultation, contact NextGear Marketing today.