What is content Marketing

  • publish date : 2017/02/08
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What is Content Marketing


What is content Marketing


Abstract

Content marketing is a marketing technique of creating and dis­tributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audiencewith the objective of driving profitable customer action. Content marketing is the creation and sharing of content in order to engage current and potential customers, thereby building trust with the audience by sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.


The Role of Content Marketing

Instead of pitching your products or services, you are providing truly relevant and useful content to your prospects and customers to help them solve their issues.

In November 2013 Coca-Cola declared that “Content is King, and the Corporate Website is Dead”. The company announced that they were shifting their marketing focus towards publishing content based on what their consumers find relevant (Coca-Cola 2013). Coca-Cola is not alone in advocating content marketing as the future of marketing. Other multinational companies such as L‟Oreal, Virgin Mobile and American Express have also embraced the concept (Forbes, 2012).

What is content Marketing

The major objectives of the marketers who decide to launch content marketing are as follows:

  • Increasing brand awareness
  • Lead generation
  • Converting leads into customers
  • Building the image as the industry leader
  • Customer engagement
  • Customer retention
  • Website traffic
  • Sales

What is content Marketing


What Should You Write About

When businesses pursue content marketing, the main focus should be the needs of the customer. Once a business has identified the customer’s need, information can be presented in a variety of formats, including news, video, white papers, e-books, info-graphics, email newsletters, case studies, podcasts, how-to guides, question and answer articles, photos, blogs etc

The important thing to understand is what will be valuable to the audience. There are many content strategists who will tell you that you can repurpose your sales materials as consumable content, but that is typically not true. But there are things to write about. Here’s a quick checklist of places to search for ideas:

Client questions you receive

Case studies

Industry articles (offer your analysis)

Your keywords

Interview your partners

Social media conversations

Other websites and forums (but don’t plagiarize!)

Conversations you have at industry events

The news

Based on statistics:

57 percent of marketers have acquired customers from their Blogs

82 percent of consumers say they like reading relevant content from brands

78 percent of consumers believe that organizations providing custom content are interested in building good relationships with them

48 percent of consumers say content makes them feel more positively toward the brand

 

 What is content Marketing