Source | www.startups.co : By
nterest in content marketing has exploded over the past decade, with good reason. It works.
A study from Conductor showed that education content makes consumers 131% more likely to buy. But it’s not just for B2C, with B2B brands seeing value, too. And it works, for less. One estimate claims content marketing costs 62% less than traditional marketing, while generating approximately 3 times as many leads.
Sounds like an easy decision to get on board with.
WHAT IS CONTENT MARKETING?
Before we dive into how to do content marketing, let’s take a step back to rehash what it is. We’ve heard all about content marketing and how awesome it can be for your business (see above!). But let’s be clear on what we are talking about.
Content marketing is strategic marketing approach in which companies develop content focused on fostering engagement, building up brand awareness and attracting potential customers.
The content – which can take the form of articles, videos, infographics, images, podcasts, movies, case studies, ebooks, whitepapers, etc. — is aimed at a clearly defined audience.
It can live on social media, blogs, resource centers, microsites, a company’s website or anywhere on the web.
What are the pros of content marketing?
When done well, with unique, interesting content that speaks to your target audience, some of the content marketing benefits include:
- Brand awareness: helps potential customers who might not be aware of your brand find your brand
- Trust & Authority: Creates trust and authority by showing expertise and knowledge in your industry
- Link earning: Encourages links and shares across digital marketing channels, getting more eyeballs on your pages
- Domain authority: Can help boost your site’s domain authority with more links back to your site
- Conversions: Fosters conversions including sales, leads, newsletter sign ups and more
- Social media: Provides fodder for posting on social media
- SEO: Helps your search engine optimization efforts (potentially significantly) with more content to rank and internal link opportunities
- Influencer marketing: Creates opportunities to partner with influencers in your space
Are there any negatives?
Yes, good content marketing takes time and effort.
Good content can’t be slapped together quickly. Plus, you need to have a strategy in place. Just because you have a blog or crank out videos doesn’t mean you are doing content marketing.
Pushing out content without a strategy or defined audience won’t have the impact and success that a defined content marketing strategy will.
Content marketing, like SEO, is also a long term strategy; you won’t see instant results like you do with a paid advertising campaign.