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Content Marketing- Breathe New Life In Your Business Strategy
Posted On January 29, 2021
“It’s not the best content that wins. It’s the best promoted content that wins.”
~ Andy Crestodina
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.
t means that content marketing is a long-term strategy that focuses on building a strong relationship with your target audience by giving them high-quality content that is very relevant to them on a consistent basis. Content Marketing is the new digital marketing.
Why Content Marketing?
Perhaps more important than understand what content marketing is, is understanding why content marketing is important to your business. First we need to understand the four steps of the buying cycle:
Awareness. Prior to awareness a customer may have a need, but they are not aware there is a solution.
Research. Once a customer is aware there is a solution, they will perform research to educate themselves. For example, a car buyer will try to find out what different types of cars exist, and which one will fit their needs.
Consideration. At this point the customer starts comparing different products from different vendors to make sure they’re getting a high quality product at a fair price.
Buy. Finally, the customer makes their decision and moves forward with the transaction.
Content marketing also provides additional benefits in that it supports other digital marketing channels. It provides additional content for social media marketing and contributes to SEO efforts by generating natural inbound links and building up good content on your website that gets found in search engines. In fact, for many companies the bulk of their SEO efforts should be focused on content marketing.
“Content is the reason search began in the first place.” ~ Lee Odden
Creating a strategy that’s suited to your specific business and target audience is how you stay true to your brand and make marketing materials as effective as possible. It’s important to evaluate every asset for the value it adds to the strategy as a whole, and then make adjustments as needed. A 360-degree content marketing strategy educates customers, nurtures prospects and closes sales.
Types of Content Marketing
There are many types of content marketing that you may choose to incorporate in your strategy — here are some of the most common:
1. Social Media Content Marketing
With over 3 billion global social media user, its implicit why social media content marketing is so important. In todays global words there are numerous social media platform like Facebook, Instagram, Pinterest, LinkedIn, Snapchat) to work with and several ways you can create and share content on each of them (e.g. photos, live videos, pre-recorded videos, stories).
2. Video Content Marketing
According to research, it is found that more than 50 percent desires to watch videos of their brand those they want to deal with.
It is used to boost conversions, improve ROI, and help you build relationships with audience members. You may choose to share your video content on social media platforms or landing pages.
3. Infographic Content Marketing
Used to display content, information, and data in an easy-to-understand, graphic format. With a mix of simple wording, short statements, and clear images, infographics are a great way to effectively communicate your content. They work well if you’re trying to distill an educational and/ or complex topic down so all audience members can understand it.
4. Blog Content Marketing
Looking for inbound content go for Blog Content Marketing.
It allows for a lot of creativity in terms of their purpose and topic.
With a blog, you can do things like promote other internal and external content and blog articles via links, add social share buttons, and incorporate product information.
5. Paid Ad Content Marketing
Paid Ads – Wonder Ads can help you reach a broad audience and allow you to position yourself in all of the places you want to be seen — paid ads are especially beneficial when paired with inbound marketing.
There are many places you can share paid ads including on social media, landing pages, banners, and sponsored content.
6. Podcast Content Marketing
Podcasts allow for a lot of creativity as they can be about any topic of choice.
Additionally, you determine other factors related to the podcast such as cadence of episodes, who’s on the podcast, where you advertise the podcast, and how long episodes are.
Content Marketing Examples:
Here are a few examples for you to take a cue from and ace your content game:
Whenever there is a new issue, we know which brand has a poster already! Be it any cause or an issue, Amul is always there with its opinionated version.
All the topical creatives of Amul focus on the point of view of the mass to address any social situation.
You will find the ever-green Amul girl in each of their content, as if she conveys the story from her perspective-making the brand even more human.
Zomato knows its audience well. They know what would make them use their service, and never fails to bring out the foodie in you!
Zomato does not follow a strict norm to post daily on social media, as quality means more than quantity for them.
They’re equally good on all platforms- Facebook, Instagram, Twitter or blogs.
Some experts say that using a plethora of social networks may ruin your marketing. Well, Zomato shows us how to utilize multiple channels for content marketing and that too with great efficiency.
3. Oreo India
Oreo India has successfully cracked the code to keep their audience engaged with their content.
In the beginning, as the Indian market was dominated by Britannia and Parle, Oreo faced great challenges.
They come up with different content ideas for different networks.
For eg: Orea came up with Covid 19 strategy in 2020
“When we create something, we think, ‘Will our customers thank us for this?’ I think it’s important for all of us to be thinking about whatever marketing we’re creating; is it really useful to our customers? Will they thank us for it? I think if you think of things through that lens, it just clarifies what you’re doing in such a simple, elegant way.” – Ann Hadley