What is content marketing?
– Content marketing is all about creating articles and media that in turn drive brand awareness,create new customers, and generate revenue. It works because good content is valuable to customers. It does a number of things, the first of which is answering a question. People are curious. They’re research-driven, and they’ll frequently turn to the web to identify material surrounding a particular question. In some cases, content marketing will even create questionspeople never knew they had. You might be browsing an article with a recipe when you come across a headline that reads, Are You Using Your Ice Tray Properly? And you think to yourself, I don’t know, am I? And before you know it, you’ve purchased a new silicone ice tray from a hip startup.
The right content though is authentic, and if it does a good job of answering the question, it can sell without being pushy. Content marketing is also authoritative. It allows people and brands to establish themselves as authorities on particular topics. A carpet cleaning company might use content marketing to publish articles on the best methods for removing stains. They may even add videos to their articles, helping to demonstrate how their method works. It can be a completely unbiased approach as well, but the fact they’re sharing industry-specific information makes them appear authoritative.
Content marketing also adds value to a customer’s journey by providing them with the abilityto self-navigate any announcements you’ve made in the past or sneak peeks to what lies ahead for your brand. The great thing about content marketing is that it has a very low barrier to entry. It’s inexpensive to add articles to your website or leverage platforms such as WordPress or Blogger to build custom content. The hardest part of the whole process is actually creating the material itself. Good and relevant content will also add value to your SEO efforts.
It’s one of the main reasons companies are leveraging content marketing. And it should weigh into your decision of starting down this path. Your content marketing will likely be cross-channel weaving itself through your blog, your social media, and your email efforts. By producing great content, your business will help to answer questions, steer a customer’s journey, and become a trusted source of information. All of this works to increase your online reputation. And that’s never a bad thing.