In today’s world, the marketplace we live and work is completely different from the markets we deal few decades back. Now a large number of people are busy in their virtual world. They even prefer buying or selling digitally. Today’s buyer is the expert and the one proactively reaching out to brands and businesses for help.
Content marketing is an important tool of Online Marketing which helps a business or a brand to create its own image and increase its sales volume by attracting more and more online traffic and try to convert them into its customer or future prospects.
What is Content Marketing?
We can define CONTENT MARKETING as a strategic marketing approach which mainly focuses on creating and sharing valuable free, relevant and consistent content to attract and convert prospects into customers, and customers into repeat buyers. The type of content you share is directly related to what you sell; in other words, you’re educating people so that they know, like, and trust you enough to do business with you.
A content marketing strategy can influence all story channels (print, online, in-person, mobile, social, etc.), be employed at any and all stages of the buying process, from attention-oriented strategies to retention and loyalty strategies, and include multiple buying groups.
Content marketing is frequently used by businesses, as it helps a business in:
- Expanding their user base
- Diversifying their user base
- Establishing or Increasing online sales
- Increasing brand awareness or credibility
- Creating an online community of users
- Converting prospects into customers and repeat buyers.
Process of content creation
The process of content creation is very crucial for a content developer as well as for a business or brand. It contains three main steps and they are as follows:
- Define a target audience and their needs: A successful content marketing campaign depends on your target audience, commonly known as user segmentation. So, you have to understand your customers’ needs and desires, beyond just your sole interest in your products or service.
- Determine the types of content: There are numbers of content types which includes White-papers and e-books, Videos, Infographics, Quizzes, Lists, How-to guides, Webinars, Q&A, Surveys, Interviews, and Editorials etc. The most commonly used type of content is blog posts. The appropriate type of content for any business will depend on the business’ goals and target customer.
- Establish a content management system: To get started, businesses will need to find a content management system (CMS). Though there are many CMS and each of them offer a slightly different value proposition, most include functions to help with content creation, publication, and analytics to track the success of posts.
Content Distribution Strategies
We can bifurcate the content distribution strategies into 3 parts. All these 3 strategies are helpful in successful content marketing, each with tradeoffs in customization, reach, and time commitment. Content distribution is often among the most overlooked aspects of a successful content marketing campaign, as it requires a consistent time commitment.
Strategy Number 1:
- Building your own site: Businesses who build their own website maximize for complete control and customization. One challenge which you can face in building your own site is that there is not a natural base of visitors to leverage (as might be the case if you hosted a YouTube video). To increase reach, content marketing managers will want to invest in SEO, SEM or other audience-building campaigns.
Strategy Number 2:
- Guest post: It is blog posts that you submit on other people’s sites, often with links or references back to your own business (or online business profile/ website
Strategy Number 3:
- Re-engagement: Re-engagement marketing includes emails, newsletters, white papers and podcasts. It entails anything that might allow you to re-connect with a visitor to your site or social media page often by collecting the customer’s email. This optimizes for customization and depth of relationship
Content Marketing and Social Media
In today’s scenario Social media is one of the important platforms of online marketing. In other words, it is the primary vehicles for a content marketing campaign, especially the more entry-level, entertaining pieces.
There are three tiers of social media promotion for your content:
- Owned: Sharing your content on the brand’s own social media channels is a quick, customizable, and free opportunity to connect with your target audience.
- Paid: Most social networks allow for some kind of paid advertising. Matching a network’s demographics with your brand’s personas will help you determine where to invest.
- Earned: The most valuable, but hardest to create, social media promotion happens when your audience shares your content with their networks.
Most Popular Social Media Networks
Each social network tends to gather a different type of user. Match your personas to network demographics to find out where your target audience is social online, and start sharing your content. Let’s cover the differences between social networks:
- Facebook: Facebook is still the biggest social networking site, and while it is the fastest-growing, that growth is slowing and shifting. At the beginning of last year, Facebook usage was growing fastest among older adults. Worldwide, there are over 1.79 billion monthly active Facebook users (Facebook MAUs) which is a 16 percent increase year over year and 42% of marketers report that Facebook is critical or important to their business.
- Twitter: Emerging markets account for 78% of the traffic on Twitter, with India as one of the fastest-growing. It sees 100 million users login daily. Statistically speaking, Twitter users tend to be recent college graduates living in urban areas.
- LinkedIn: LinkedIn is commonly known as the professional social network, and it’s obvious that its users are serious. Sixty-four percent of social referrals to corporate websites come from LinkedIn, compared to 17% from Facebook and 14% from Twitter. A glance at the demographics demonstrates that LinkedIn has the greatest percentage of college-educated, higher-income users of all the major social channels.
- Pinterest: Consumers love Pinterest. Forty-seven percent of online shoppers have made a purchase because of a Pinterest recommendation, and Pinterest generates 4x more revenue (per click) than Twitter. Pinterest users tend to be more affluent women living in rural areas.
So by all this analysis we can say that content marketing is the present and future of Marketing because Marketing is impossible without great content. We hope this article gives you idea about content Marketing, strategies used for it and how it is connected with social media.
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