What is Content Marketing?
You can't talk of digital marketing without mentioning content marketing. Whether you are trying to come up with great digital marketing strategies or looking for tips and tricks that can save money for your startup or small business. Content marketing will play a major part in your marketing effort.
Content marketing is a way of sharing educational information online with the sole purpose of creating a pool of interested prospects. The prospects are later converted to customers. The information shared could be informed by videos, blogs, or social media posts.
Types of Content Marketing.
· Blogging for content marketing
Blogging is a way of publishing information on a website or a webpage targeting to equip readers with important content that mostly affects their day-to-day activities. The information disseminated is of great interest to the readers. In most instances, the blogger has an opportunity to engage with the readers through question and answer sessions. Mostly the questions arise from the blogger’s topic of discussion.
· Podcasting for content marketing
Podcasting may be a way of distributing audio files via the web. In most instances, the shared audio file is downloadable from an MP3 file and saved in a phone, iPhone, Portable Media Player, or a Personal Digital Assistant Player.
· Infographics for content marketing
Infographics are a way of passing information by using limited wordings but more of graphics, imagery, and illustrations. Infographics make a topic easier to understand because of their use of engaging and striking visuals that communicate information in a quick way and clear. It is ideal and effective in conveying complex topics since it grabs the attention of the viewer and does not let go. It is however important to note that, infographics should be prepared in such a way that they not only excite and engage but should help one to understand and remember the content in the infographics.
· Lead magnet via content marketing
Lead magnate is another content marketing gold. It is a way of creating content that creates awareness and in addition gives information that stirs the desire to engage and be interested in a product or service on offer. The lead magnet may be offered incentives like free demos, trial subscriptions or free sample products or services. Of essence is that the reader must be given value for accepting to share their personal information i.e email address. Lead magnate should therefore have relevance and also a perceived value.
· White Paper for content marketing
This is a well-crafted document that is issued by companies and non-profit making NGOs that enumerates the features of a new product, service or solution to a given problem. Its highly valuable way to skyrocket your content marketing strategy and effort . White papers also are employed by governments to introduce new policies and legislations to gauge the general public reaction. White papers are solely used for marketing purposes before a sale is made. In addition, white papers are ideal for Business to business(B2B) marketing undertakings. This would include Manufacturer to Wholesaler of Wholesaler to Retailer dealings.
· Slide Share for content marketing
SlideShare is great for your content marketing efforts. It is a tool mostly used by professionals to share their academic qualifications online. The information may be shared in the form of slideshows, infographics, videos, and any other material. One reason why SlideShare is preferred by many professionals is that once you make the presentation, it is visible to the public. This means that there is no limit to the number of people who can access the information shared. Secondly, it is easy to use and gives the user an option to upload documents in any format including PDF, PowerPoint, Excel, Open office, and word. Basics of Content Marketing A winning Content Marketing Program should entail the following;
Define the business objectives.
Here the business is required to enumerate the objectives to be achieved through the content marketing program. The objectives would for instance include; market optimization, customer satisfaction, increasing sales revenues, innovation, and customer experience.
· Executive Buy-in
As the term suggests, once the objectives are defined, the content creator must find ways and means to loop in the executives. In all organizations, executives do the budgetary allocation and approve them. For the objectives to be executed seamlessly, finances are needed and if the executives don’t buy the idea, rarely will they see the need for a budgetary allocation.
· Customer Knowledge
Content marketing should be customer-based and should seek to address the problems faced by the customers. To understand the customer's problems the content creator will put himself or herself in the shoes of the customer. The content creator will ask himself or herself such questions as; what bothers the customers live? What would make their lives better? Another way to get to understand the customer is by scrutinizing the hurdles they go through in trying to access the company site or competitors site in pursuit of the information they need. Once the hurdles are identified the content creator seeks to remove the barriers.
· Content Strategy Documentation.
A content creator must make effort and create time to come up with a good content strategy on a
Paper. This becomes his selling point to the executives who hold the budget. The strategy must be convincing and promise a return on investment for it to sail through when reviewed by the executives. The strategy is also key as it acts as a road map for the entire content marketing program.
Methods and Metrics Measurements Identification
Content marketing program only becomes valuable when a content creator comes up with metrics and methods of measurements. The methods and metrics should be tied to the business objectives for them to make sense. Identification of good methods and metrics measurements leads to a successful content marketing campaign.
Identification of effective Distribution Channels
It's important for a content creator to know where his target audience is getting solutions to their problems. This way it becomes easier to get attention in their usual channels rather than creating new channels where their target group is nonexistent.
Creation of good user-centric content.
Once all the fundamentals of content marketing are met the content creator can go ahead and craft user-centered content. The content will seek to solve the problems faced by the users.
Importance of Content Marketing.
With increasing competition in the business world, content marketing has come out as one of the best ways to get resounding success in terms of getting consumers interested in the products or services on offer. It is also effective in creating brand presence and increasing sales.
Great content helps to create loyal customers since it leaves a positive impact on them, therefore compelling them to come back for more. It helps capture the attention of your audience and subsequently reinforce a good or a positive brand impression. Content Marketing helps in increasing the social media following while at the same time gaining traction.
Content creation helps you build a relationship with your audience which interns bleed trust among your customers. You get to interact with your customers and answer their questions. By creating value for them without getting anything in return, helps build trust among your audience and therefore they are likely going to trust your recommendations and advice. Ultimately, when your content shows up at the right place and at the right time with the right audience, definitely it will build your brand’s reputation. The audience will want to be associated with your company because of the quality content they see.
Content Marketing also helps in generating sales leads in that when a customer views good content, he/she will more likely purchase from you in the future. A content creator will sometimes place Calls to action (CTA) on a good free content page which will direct the customers to a landing page. When a Customer is more delighted with your content, more likely than not will click on CTA that automatically directs them to the landing page.
A well-developed content strategy helps your business be more visible online. This is because content marketing helps build trust and authority with your audience. Good content will help you rank higher in search engines.
Job Opportunities in Content Marketing.
Below are the most common job opportunities associated with Content Marketing.
Content Marketing Specialist-
A content Marketing specialist mainly deals with the creation of basic article outlines, writing content, meet with editors for final editing. They also discuss with the content team ideal topics that the audience wants to read about.
· Content Marketing Manager
He has a clear vision in mind of the best ways of optimizing content and with an aim of increasing traffic. He possesses the skill of developing solid and effective content marketing strategies.
· Content Marketing Director
A Content Marketing Director is the overall content leader. He leads all the content creators and usually possesses extensive Marketing background. He is in charge of content marketing strategy, design, Execution, and brand reputation.
· Email Marketing Specialist
Conducts and leads email campaigns that are geared towards informing the customers of product launches, company news, Products that are under trials, and general updates.
· Search Engine Optimization(SEO) Specialist
Search Engine Optimization Specialist helps companies and other brands streamline their websites so that they are appealing to audiences leading to higher rankings in search engines.
· Content Promotion Specialist
This person uses already created content to connect with other industry content teams and drive traffic to a website via building links across the web.
· Social Media Specialist.
A social media specialist is one who is skilled in implementing marketing strategies on social media platforms e.g. Twitter, Facebook.
This person will have a firm grasp of the current social atmosphere and be able to develop and carry out marketing campaigns. This could include creating blog content, assisting with the creation of graphics and video content, and most importantly, understanding a brand’s audience and standing in to act as the brand if customers have questions or concerns.
What is the best Content Marketing Strategy?
A good content Marketing Strategy contains a number of Components.
Your business case for innovating with content marketing: By communicating your reasons for creating content, the risks involved, and your vision of what success will appear as if, you're much more likely to realize executive support for your strategy — and to urge permission to form an error here and there as you work out what works best for your business.
Your business plan for content marketing: This covers the goals you've got for your content program, the unique value you're looking to supply through your content, and details of your business model. It also should outline the obstacles and opportunities you'll encounter as you execute your plan.
Your audience personas and content maps: this is often where you describe the precise audiences for whom you'll create content, what their needs are, and what their content engagement cycle might look like. You may also want to map out content you can deliver throughout their buyer’s journey in order to move them closer to their goals.
. Your brand story:
Here, you characterize your content marketing in terms of what ideas and messages you want to communicate, how those messages differ from the competition, and how you see the landscape evolving once you have shared them with your audience. Your channel plan: This should include the platforms you will use to tell your story; what your criteria, processes, and objectives are for each one; and how you will connect them so that they create a cohesive brand conversation.
