Definition of content marketing: Content marketing refers to a strategic marketing approach whereby a business creates and shares valuable information to consumers. The goal behind the idea of content marketing is to attract new customers and retain the existing ones by giving them knowledge about the brand. Instead of promoting the brand directly, a marketer stimulates customers’ interests in the product.
How to do content marketing
Companies can carry out content marketing in various ways which include;
- Educational articles
In depth description of content marketing for marketers
Content marketing has gained popularity today because of its effectiveness in connecting a brand with customers. Prominent businesses and start-ups are using content to market their brands as well as pass valuable information to consumers. Every day, people receive newsletters from several companies in their emails. Social media is also filled with information from businesses and individuals who are trying to raise their ventures.
However, some marketers are yet to understand what content marketing entails and how they should go about it correctly. Sending information that is neither relevant nor valuable to a consumer weakens content marketing.
Marketers who intend to use content marketing should know that it is meant to help the audience. Besides the product or service that the business sells, people are looking to know how the product will improve their lives. The customer that a marketer wants to retain or attract is barely interested in a product. Their main interest is to know how they can solve various challenges in their personal lives or careers. As such, businesses should embark on sharing information that is inspiring. One that will evoke emotions among buyers ad prompt them to buy the product.
Information that the audience wants to know about a product or service
Customers want to know the following details;
- How do I use this product?
- How is this service or product beneficial? Will it cause any improvement in my life?
- What convenience does it offer?
- What personal or career problems can I solve with this product or service?
- What factors should I consider when buying this product or subscribing to this service?
- Is this product accessible in my area? If so, how can I access it? If not, should I hope it will be available in the near future?
Content marketing therefore should be considered more as a form of educating the audience on various issues regarding the company product or service.
The provision of relevant, valuable and enlightening information leads to;
- The creation of a strong connection to the customers
- Attraction of new customers
- Earning trust and loyalty of customers
- Standing out as an expert in the area of specialization
- Maintaining an engaged audience, thus sales and profits increase
Here’s is a perfect example of content marketing
Let’s say you are a fashion designer and you want to take your marketing strategy to a greater level through content marketing. You decide to come up with a blog and occasionally publish keyword-optimized posts regularly, probably thrice or more per week. In your posts, you provide information about how people can dress up for certain occasions, the current fashion trends and the does and don’ts of dressing up among other tips. Over time, these posts rank high on search engines such that when people start searching for such information, they see your posts. If the information is of high quality and relevant, they will find it useful. With time, they will become hooked to your blog for more tips. Some people will try out the fashion tips on their own. Others will want to contact you so that you can help them implement the tips in your blog.
Isn’t this a great strategy to widen your client base? You are not directly selling them your services or products-something many people don’t like. Instead, you are enlightening them on various ways they can solve some problems and enhance their lives.
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