The concept of Content Marketing has been tried and tested by many companies over the last couple years. In short, it describes providing free content in order to increase customer loyalty or to generate new leads. In that sense, organic social media marketing can also be seen as an integral part of Content Marketing.
However, selling products or services is not the main purpose of Content Marketing. It rather focuses on helping clients to solve a problem, to inform them thoroughly or to entertain them.
WHAT TYPES OF CONTENT MARKETING ARE THERE?
The most common form of Content Marketing is a corporate blog, or a magazine, that is integrated into the website or maybe distributed freely in one of the shops or other points of sale. On a blog, the company can use different types of content. This can include articles, videos, graphics or podcasts that create easy to understand and appealingly designed content. Downloads like white papers and eBooks or webinars are also very popular forms of content.
The most common types of content include:
- White Papers
WHAT ARE THE GOALS OF CONTENT MARKETING?
The goals of Content Marketing can be very complex and depend on the motivation of the company.
ATTRACTING NEW CLIENTS
Don’t we all enjoy getting something for free? That’s exactly what companies want to achieve with Content Marketing: That feeling of not being ripped off, but instead having made a great deal by receiving something without having to give anything in return. This creates a positive brand image, which will make potential customers prefer this company over competitors.
By offering free content, companies often try to generate new leads. A lead describes a person that is interested in buying, but hasn’t become a customer yet. By making these people for example subscribe to a newsletter before they can download their free item, the companies creates the possibility to continuously contact the person and thereby furthering their brand awareness. This also increases the probability to turn a potential customer into a paying client.
Some brands have issues creating returning customers. The clients buy their product once, but forget about the company after and don’t make a second purchase. By offering free content, the companies can stay relevant to these customers aside from sending out sales-driven advertisements. Additionally, this creates a relationship between the customer and the company, which can be crucial for a buyer’s decision.
A very common reason for implementing a Content Marketing concept is establishing so-called thought-leadership. By publishing high-quality and helpful content, the company establishes itself as an expert in a certain field. Customers tend to be more drawn to companies with a lot of know-how and expertise in their area.
*Hubspot, August 2017
Everyone can publish articles, videos or audio-files on the internet. This leads to an abundance of content. If companies want their content to be found, there is one thing they can’t afford to ignore: Google. The search engine scours the internet on the search for relevant content. The more helpful and easy to understand, the better. This is why good content can have a positive impact on your Google ranking. At the same time, companies can define themselves, what topics they want to be found for.
MORE COST EFFECTIVE
A lot of people think of the marketing department as spending the hard-earned money of a company – and in some ways, this is true. It has become nearly impossible to get a good reach on Facebook without paying for it. There is a lot of competition surrounding Google Ads and offline advertisements also have to be paid for.
Content can also be expensive, however, there are many ways to create content without spending money. To start it off, all you need is an internet connection and a bit of time. Think about it: What content has already been created, for example surrounding a campaign or other occasions, that you could spin and renew? Are there any hidden talents in your team? Or in other departments? And finally, there are a lot of webinars, seminars and classes out there, that can help turn almost every employee into a successful content creator.
Unfortunately, not every marketing activity comes with relevant numbers that allow marketers to measure the performance of an Out-of-home campaign or a TV ad precisely and thereby determine, if and how the activity has influenced the goals of the company – more sales, more brand awareness etc. With Content Marketing, however, you can directly see how many people have read an article or shared an infographic. New newsletter subscribers or downloads are also being displayed in total figures. This allows you to directly see if your content strategy has been successful.
WHAT COMES NEXT
After you have clearly defined your goals, you can get down to the nitty gritty: creating a Content Marketing strategy. You can find tips on how you can come up with a successful strategy and what details you should keep in mind in the second part of this series: What is Content Marketing?
MORE TO READ
The third part dives into the question of how to choose the right content form for your content.
After you have set your individual content marketing goals, the next big step is to actually develop a content strategy as the basis for your success.
Whether you are on your own or working in a team, being organised is key for having a successful business.