What is Content Marketing?
Content marketing has become something of a buzzword these days. But the truth is that content marketing is something that almost every business has been doing for decades. In fact, you might be doing it already without even knowing it.
So what is content marketing and what does content marketing include? More importantly, how can you use it to boost your business? Let’s tackle these questions in today’s post!
Content marketing is a marketing approach that uses valuable, high-quality content to engage customers and compel them to perform a profitable action. That action can be anything from subscribing to your email list or writing a review. However, the most desirable one is, of course, buying something from you.
Content marketing works by building loyalty and authority with your customers in a natural way. In turn, this builds trust that will drive people to purchase from you.
One crucial element to pay attention to when we define content marketing is the phrase “valuable content.” This is what truly separates a viable content marketing strategy from any other approach and is at the center of any content marketing definition. Valuable content simply means that it should focus on educating, entertaining, and informing rather than promotion.
Think about it. Are you far more interested in reading an article that gives you tips on how to become a better entrepreneur for free or an article that sells you yet another business training course? Most likely, it’s the former.
Content should provide answers and solutions to the reader. As such, if you keep a question like “how can I improve my customer’s life through this content?” top of mind, you’ll soon see your customers will not only trust you but believe in the authority of your content.
Types of Content Marketing
A common question when people begin a content marketing practice is “what is included in content marketing?” The quick answer is literally all content can be included in content marketing. Everything from e-books to blog articles can be marketing content. As long as the content is providing value to your customers and (indirectly) helping your business grow, it fits into the category of relevant content marketing materials.
Here are some of the common types of content you’ll encounter:
Video Marketing
Video is currently one of the hottest forms of content marketing, and for good reason. According to Hubspot, more than 50% of online users prefer video over any other type of content. It works because video is entertaining, whether you’re just making people laugh or delivering a useful piece of information.
Infographics
Infographics are a way of visually presenting data using charts and graphs. They’re very popular because, when done right, infographics are an easy way to consume otherwise complicated or boring information. Plus, they can be easily shared on the Internet.
Articles and Blog Posts
Articles are, and will remain to be, one of the most popular and effective pieces of content marketing. Blog posts are great because of their flexibility. You can opt for brief pieces that allow for easier consumption, or craft long articles that dive deep into a subject your prospects care about.
Podcasts
Podcasts are increasingly becoming a popular and easy way to consume valuable information for free. Unlike watching a video or reading an article, listening to a podcast can be done during otherwise mundane tasks like driving home or riding the subway.
Content Marketing: Best Practices
Content marketing might sound easy (just produce a good piece of content, right?), but it’s not. It takes a lot of thought, effort, and planning to be executed successfully.
There’s also no one-size-fits-all content marketing strategy. Every company, industry, and target market will all require different approaches. Fortunately, there are a few best practices that are common to all forms of content marketing.
The most important is always keeping your customers in mind. You should know their pain points and desires, then create content that helps them address those topics. By providing solutions, answers, and authoritative information, you can create a strong foundation for engagement.
Next, always have a fully-fleshed out content marketing strategy that is shared with the team. This is important to do for several reasons. One, it keeps everyone on the same page regarding the content process and goals. Two, this strategy should track all content marketing campaign materials, including content distribution methods.
Finally, don’t forget about analytics. Always check the performance of each piece of content, and how it’s affecting your bottom line. Then, use that data to refine your current and future content marketing efforts.
How To Do Content Marketing
The wonderful thing about content marketing is it can be performed by everyone, even small startups. The easiest way to start is by creating a blog. Then, start writing! You can also try recording a simple video teaching your prospects how to do something. Then, share the content you’ve created on your website and social media channels.
The number one thing you need to remember with content marketing is that you have to give it your all. A half-baked execution will not cut it. As such, if you’re too busy handling other aspects of your business, consider getting an agency or firm that specializes in content marketing. At the very least, you can invest in tools or platforms that can make the content marketing process easier.
Let LeadJig Help with your Content Marketing Efforts
Are you a financial advisor who wants to boost business using content marketing? LeadJig can help! Our platform scales and maximizes your financial marketing efforts. Contact us today to learn more or schedule a demo.
