Content marketing is a buzzword that has been used everywhere, from books to webinars, from Facebook groups to blog posts on a thousand media.
And yet, it’s legit to ask yourself, “What’s all the fuss about content marketing?”. This is especially true if you’re wondering how this strategy can help you promote yourself or your business.
There’s a lot that we could share about this marketing approach, and we will. So stay tuned for more content related to digital marketing and, in particular, content marketing.
Without further ado, let’s jump straight to the answer to this question.
Content Marketing Definition
According to the Content Marketing Institute, here’s how we can define content marketing:
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.
In short, a piece of content needs to have these qualities to be considered as part of a content marketing strategy:
- Consistent: you should keep consistent in creating and publishing content, which should be a part of a more complex editorial calendar. If you write one article today and one after three months, you aren’t doing content marketing, you’re just revising your writing skills;
- Valuable: when creating content, you should keep your focus on generating value to your users. This usually means sharing more informative than promotional content to ensure they find the answers they were searching;
- Relevant: the content you produce should be in line with your users’ interests and needs. There’s no point in releasing a product that nobody needs, and the same applies to your content;
- With a purpose: content marketing is more than just writing an article or recording a video. Every piece of content should be a piece of a bigger puzzle aimed at reaching your marketing goals. If you want to promote your brand awareness, generate content telling your brand story. If you’re going to increase your website’s conversion rate, add content to your product category page, and so on.
In other words…
Content marketing is a marketing strategy focused on generating content that isn’t all about how fabulous your product is, and that instead teaches something new to the user.
On the other hand, your users will trust your brand as a reliable source of insights and information. The more they see you as an expert in this field, the more likely they will be to buy something from you or ask for a quote.
But content marketing isn’t only about blog posts, guest posts, press releases, and other forms of written content. Nowadays, the most trending content types are videos, podcasts, webinars, and the like.
Even you as a brand can create these types of content, regardless of your industry and the products or services you offer.
Keep an eye on our blog for more similar content coming up weekly. If you want to get started with content marketing and need help, please contact us at any time!