Basic Content Marketing – If you are new to content marketing, then you have come to the right place! In this article, we will provide the basic content marketing concept. So, here are some common questions you may have on your mind.
Question 1: What Exactly is Content Marketing
Content marketing is a strategic marketing approach to creating and distributing valuable, relevant, and consistent content. This is to attract and acquire a clearly defined audience, specifically, with the objective of driving profitable customer action. Content marketing provides your visitors and customers with useful information before, during, and/or after their purchase.
The pioneers of content marketing pushed forth a new idea. Not only could you advertise to customers more easily, but you could strengthen your relationship with them by helping them in their quest for information too. Brands must focus on the needs and interests of their customers, rather than just pushing them in product purchases.
Question 2: Where did Content Marketing Come From?
First and foremost, it’s important to know how content marketing started its journey. Some experts claim that content marketing started all the way back with cave paintings. While others say the first real development came with the invention of the Gutenberg printing press. Which catalyzed the creation of pamphlets and other widely circulated marketing materials.
The first real example was John Deere’s The Furrow Magazine in 1885, and it is the epitome of content marketing. The publication’s purpose was to provide advice and information to farmers. Farmers who are looking to improve their businesses and make their properties more profitable.
However, Furrow didn’t just push advertisements for products. It also provided valuable information and stories for consumers to enjoy. The magazine forged a relationship of trust and dependence between the owner and its audience. And this is through the expert advice the magazine published.
As a result, Furrow became a hit. By 1912 it amassed 4million readers. Today the magazine reaches about 1.5 million readers in 40countries. Additionally, it was published in 12 languages.
Consequently, content marketing practices by brands began to grow in the late 19th century. Technological advances in transportation and communications allowed companies to forge stronger connections with their customers, whereas, the beginning of content marketing.
Question 3: Why Should You Have a Content Marketing Strategy?
Creating a content marketing campaign is an important decision for every company. They decide to establish an online presence which is almost with everyone these days. However, before you can start crafting your campaign, you need to understand what a content marketing strategy encloses. Therefore, you need to have clear concepts and the ability to explore and explain these ideas in depth.
Content Marketing is a gateway to reach your audience and customers in a strategic approach. Generally, it is focused on creating and distributing valuable, relevant, and consistent content. As a result, they can attract and retain a clearly defined audience and ultimately drive profitable customer action.
Question 4: What Should You Include in Your Content Marketing Strategy?
There are some important tactics that you should include in your content marketing strategy. These content marketing tactics will help to improve conversions as it allows you to educate your leads and customers.
Not only are you working to build trust and relationships, but you are also encouraging conversions by giving consumers the information they need to make an educated purchasing decision.
- Content aim and goals
- Audience insight
- Internal stakeholders
- Honest review of all current content
- Audit time
- Competitor analysis
- Editorial calendar
- Road map
- Key takeaways
Content Aim and Goals
A good starting point for your content strategy plan is to set out a content aim or goal. This is an important move that makes it easier to focus on what’s important and what’s not. So if you set your content goals your strategy will stay on track to reach the destination.
A Content Marketing Mission Statement Outlines
- Your target audience
- The content you will use to reach them
- The benefits they will receive
We’re all told to write for the user. But what does that mean in practice? Are we thinking about them enough throughout the content production process?
A target audience is kind of a big deal. They will have a major influence on not just how to write the copy on the page, but all of these essential elements:
- The overarching content strategy
- Content theme/subject/angle
- Type of content
- Tone of voice
Additionally, Google refers to the fact that there are some moments as ‘I-Want-To’. This informs us that all the best and most successful brands are building strategies around these mini windows of opportunity.
These moments are also included in audience insight:
It is indeed important to engage stakeholders in the content marketing process. Because of communication and the relevance of your content marketing program to your internal stakeholders. Basically, they already know that content can attract, engage and retain customers. They should also know the specifics of how it achieves these goals.
A persona includes demographics such as age and gender, as well as the stage of life the person is in. The goals they’ve set, and the challenges they may face. Generally, there are a lot of different ways to write personas. Thus, it is important as it provides valuable information that helps you write better content.
- Segment your audience
- Set demographic info
- Describe persona background.
- Define personal goal
- Add other ingredients
- Motivation and pain points
Honest Review of All Current Contents
Most customers will make their buying decisions based on word-of-mouth marketing strategies. Meaning, customers value the opinion of other customers much more than they will value your product description. Because the thing is, they know that the description is designed to get them to buy. Surely, you have a question in mind like, “is content marketing always honest marketing?”
There’s often a lot of discussion in the marketing world. It may be about authenticity, voice, and storytelling. But what about the importance of just telling your customers the truth? Because in this ever-advancing technology, online reviews remain an important part of consumer research and decision-making.
Competitor analysis is the most important part of content marketing strategy. The competitor analysis is a statement of the business strategy. More so, how it relates to the competition.
Moreover, the purpose of the competitor analysis is to determine the strengths and weaknesses of the competitors within your market. This includes the strategies that will provide you with a distinct advantage. The barriers that can be developed in order to prevent competition from entering your market, as well as any weaknesses that can be exploited within the product development cycle.
An editorial calendar makes it possible for you to organize thoughts, more so, to divide content into appropriate segments. It also helps with advance planning, outlining tasks, and allowing others to coordinate efforts. Additionally, an editorial calendar keeps everyone on track to accomplish tasks and achieve goals.
As a marketer, everything you create needs to tell the story of your product. As well as the value it offers your users. That is why roadmaps are such a natural fit for marketing teams. Because a roadmap tells the story of your marketing strategy.
The “key takeaway” is the main point of the article or a discussion. Something you learned that you can take away with you when you leave. In other words, the gist of the matter.
Basic Content Marketing Question 5: What Types of Content are Most Effective?
Effective Types of Content
The most effective type of content is as follows:
- Case Studies
- White papers
Question 6: How Do You Know What Content Your Audience Values?
Indeed knowing your audience choices is central to any marketing strategy. If you don’t know your audience values, you won’t even know what strategies or media to choose. So it is very important to know what types of content your audience prefers.
But how do you know what they want or what type of content would they be interested in? The best way to uncover the mystery is to talk to your current audience. Send out an email and ask them to select the topic they’re most interested in. Also, asking them for this favor takes very little time out of their day and saves you a lot of work down the line. Another great strategy to ensure you’re creating your target market wants is to post a simple poll on your website or blog.
Question 7: Where Do You Get Content Topic Ideas and Inspiration?
This part is actually not easier for all. Most people facing this problem on how they can get content ideas and inspiration.
Best Ways to Get the Ideas You Need
- Read books and relevant publications
- Summarize your reading and document your ideas
- Brainstorm with others
- Google search suggestions
- Product reviews
- Topic generator platform
- Invest in self-development
- Question basic assumptions
- Take a contrarian view
- Create a story
- YouTube videos
- Interview others
- Social networking
- Look at what your competitors are talking about.
Question 8: Can it be Used for B2B and B2C Brands?
Absolutely. Both types of businesses need to generate brand awareness and both types of businesses need to build trust and authority. And both B2B and B2C businesses have content they can use to educate readers.
Basic Content Marketing: Conclusion
Content marketing is at the heart of most successful digital marketing campaigns. Behind every great brand is a wealth of valuable and relevant content that really connects with the company’s audience. But you may still be wondering, why is content marketing important?
To help you better understand the importance of content marketing, we’ve put together a list of the top advantages that content marketing can provide your small business.