I’m sure you think of blogs, Twitter, Facebook, and popular YouTube videos when you hear “content marketing.”
In contrast, content marketing has existed long before the Internet.
Why is Content Marketing Important?
Because content marketing is all about narrative, and humans have been telling tales since the dawn of time. We always pay attention to people who tell great stories.
Much has changed since then, and what worked in the 1980s may no longer be effective now. Opportunity, on the other hand, is knocking, with new marketing channels like social media appearing on a regular basis.
So, in my content marketing tutorial, let’s take a look at what content marketing entails right now. If one of the following topics appeals to you, feel free to jump ahead:
Definition of Content Marketing and Types?
Content marketing distributes relevant, entertaining, and valuable content to your target audience.
There are four distinct types of content:
- Written word
Here, we mostly discuss text, audio, and video, therefore we’ll go through each of those types of content later in this post.
The most essential thing to keep in mind is that it is your responsibility to be helpful. It’s a waste of time and resources to put effort into creating material that no one will find useful.
Your objective is to assist them, to enhance their quality of life, and to position yourself as a thought leader — someone they can rely on to help them through the issues they’re encountering in your field.
Here are a few more advantages of content marketing:
- Showcases your company’s industry knowledge, competence, and authority.
- Establishes your reputation and aids in the gaining of customer confidence.
- Increases brand recognition by distributing your logo around the internet.
- Improves the SEO of your website so that more consumers may find you.
- Existing consumers are engaged, resulting in repeat purchases.
- Allows you to promote your website for free.
Overview Of Content Marketing
Because content marketing is built on the basis of high-quality material and storytelling, it’s easy to understand why it’s been around longer than the phrase itself.
There’s still a lot to be learned from the early days of offline content marketing, especially before the Internet, social media, and other technologies.
Any successful content marketing effort today, however, cannot afford to overlook the internet aspect.
Because storytelling has evolved through time, life spans a wider range than it did a few years ago, and marketers must ensure that they are presenting stories in the year we are now living in.
These days, content marketing activities may be divided into three categories: online, offline, and hybrids.
The greatest approach to learn how to be a great content marketer is to follow in the footsteps of others.
That’s why I’m going to show you 15 fantastic examples of content marketing from various industries. After that, you may model, alter, and apply them to your own company.
But first, I’ll teach you how to put together a content marketing plan. Then you may draw inspiration from the samples at the conclusion.
What is the Use of Content Marketing ?
When content is done correctly, it helps to establish brand equity, which means that as long as you continue to produce high-quality material, your brand will grow in value over time. Moreover, the more you assist your target audience, the more your brand will be recognized as a thought leader in your area of expertise. This causes a flywheel effect, in which you gain more and more power until you suddenly rule your field.
Organic traffic is the primary method that content adds value to your company. In this case, visitors discover you using a search engine like Google or YouTube and visit your site to learn more.
Because these users are looking for you, it’s fundamentally different from other types of traffic. You’re disturbing whatever they’re doing on every other platform. When it comes to looking for anything, they’re more like passive observers.. This sort of marketing is far more time consuming and costly (think Facebook ads, YouTube ads, and basically every other kind of advertising).In a nutshell, the differences are as follows:
You must meet your audience on these types of sites. This is how you should do it. On the other hand, organic traffic draws people to you, not the other way around.
This should excite your interest for several reasons:
- This group has an issue.
- They’re well aware of the issue.
- They seek to find a solution to the situation.
Content marketing is ideally suited to developing your brand since it combines all three of these essential factors for online sales.
What is Content Mapping and its Benefits ?
Do you know what content mapping is?
If you haven’t already, now is the moment.
It’s really beneficial and crucial to your own content marketing approach.
Content mapping is the process of gaining a complete understanding of your target audience so that you can develop content for each stage of their path to purchasing your product.
Few people, as you are aware, go straight from discovery to purchase.
Instead, people generally see your website, consider your product, think about it for a few months, see a retargeting ad, and then buy.
That is, at the very least, how things work.
The fact is that individuals take a long time to purchase anything.
Content marketing, in other words, raises brand recognition, engagement, and evangelism.
Conversions, revenue, and ROI, on the other hand, are difficult to quantify.
I’m not implying that content marketing is powerless in the face of significant commercial developments. Simply said, determining the effectiveness of your content marketing plan is a challenging task.
Think about it.
When people see your material, they immediately recognize you. You won’t know who they are unless they join your email list or opt into anything.
That also means you have no way of knowing how many individuals bought your goods as a result of the material you provided.
As a result, the effectiveness of content marketing is a little hazy.
If, on the other hand, you aid, friendliness, and availability as you guide your prospects through the purchase process, they are far more likely to adore you.
People who adore you will tell their friends about you.
The key is that your consumers desire a memorable experience, which you can provide through your content marketing efforts. However, you must first learn how customers buy and then produce content for each stage.
There are three steps in the process:
Throughout the early step of the sales process, your content should be focused on the primary concerns of your target audience. If you write about their difficulties, worries, and inquiries, you will have the highest opportunity of communicating with them in the future. At the awareness stage, the content should be educational and how-to advise. During the phases of consideration and conclusion, do not engage in any sales activity.
Articles, blog entries, e-books, videos, and newsletters are the best types of material for this stage.
A restaurant publishes a blog post in the spring on how to plan a meal for a graduation party. A bike touring firm makes a short film on “3 Ways to Pick the Right Bike Trip.”
“Questions to Ask Before Hiring an Architect” is an e-book written by an architecture company.
In the consideration stage, the content should be a mix of helpful data and marketing. It should instruct the reader on what to look for in terms of features and functionalities, as well as how various features respond to their demands. Of course, your content should be customized to your firm’s offerings.
For this stage, case studies, how-to articles, how-to videos, and checklists/worksheets are all useful options.
A cloud-based phone system provider publishes a checklist titled “8 Ways to Improve Your Phone Customer Care,” which outlines the capabilities and functionalities that enable exceptional customer service.
Case studies regarding “The Biggest Mistakes Most People Make When Hiring a Landscaper” are created by a landscaping firm.
Case studies of successful events are included on a catering company’s website, with topics like “How to Accommodate Food Allergies at Your Next Event” and “How to Ensure Your Caterer Uses Sustainable Practices.”
When a prospect is on the approach of making a purchase, content marketing is essential. You may concentrate on sales at this point as long as you keep expressing why you’re the greatest option rather than just how good your services or products are.
Your experience, knowledge, and the unique benefits of what you sell should be the focus of your messaging.
User-generated information, buyer’s guides, product films, and a study report are all excellent options at this step of the process.
A consulting firm produces a study report demonstrating that organizations that participate in strategic planning, external evaluations, and other services—all of which are shaped by the services it provides—grow faster.
To highlight its wide capabilities, a design firm publishes short movies displaying the range of its work across several sectors.
Patients are encouraged to provide testimonials regarding their orthodontist’s state-of-the-art technology and excellent service.
Right Content Marketing Strategy For You
1. First, Identify Your Ideal Audience
When you know who your target market is, everything else comes into play.
What are they looking for? What are they having trouble with? What do they appear to be like?
Before you begin, you must have a deep understanding of how your consumer thinks. You must communicate in their language.
This figure, also known as an avatar, should represent the audience you’re attempting to target with your work. Based on the model you’ve created here, you should be making proactive content selections.
2. Find the Content or Information that Your Audience need
Now it’s time for you to put yourself in their shoes and travel through their customer experience with them.
What are the actions they must take in order to conduct business with you? What do people need to know before they purchase from you, and in what sequence do they need to know it?
This is your content strategy; these are the initial pieces of content you’ll produce. For each level of the customer’s journey, provide content.
3. Plan how and when to Deliver the Content
This is where you have the opportunity to get a bit more unique.
You’ll need to plan out how you’re going to share this information with them.
What format are you going to use? Video? Or do you prefer the printed word?
What are the best stories to tell? What tone and voice will have the biggest impact?
It will be easier to identify this if you have a good understanding of your target audience.
Different types of Content Writing
Now that we’ve covered why content marketing is important, how to map content to the customer journey, and how to establish a plan, let’s look at the many types of content marketing.
There are many different types of content marketing. The most common and well-known is the written word.
The amount of textual information available on the internet is nearly infinite, but that doesn’t mean you should ignore it in favor of more current, fancier kinds of content.
Let’s take a look at how writing may be used for content marketing today, since it’s more important than ever.
Blogging is a proven and effective method of utilizing writing as a content marketing platform.
In a summary, blogging is when you, as a thought leader or subject matter expert, write regularly on issues that are significant to your audience.. Blogs come in many different shapes and sizes, and no two are alike. Anyone can have one.
When someone mentions the term “blogging,” most people image a misunderstood hipster sharing their thoughts and emotions with the world from their bedroom..” These do exist, but they aren’t the topic of this article.
We’ll talk about how to utilize a blog to establish an audience, form partnerships, and promote and expand your material.
A blog should be part of your website, either as a subdomain or as a separate area. From a technological point of view, setting up a blog isn’t very hard. The majority of website systems come with a built-in blog option that you can easily enable.
A typical blog consists of three parts:
The post is the exact content you wrote. Consider it a single episode or piece of material. Typically, a single theme is covered throughout the duration of the article.
Some Useful Content Marketing Hints and Techniques
Before we go into a slew of offline and online content marketing examples, I’d want to quickly go over a few content marketing strategy essentials.
It’s one thing to understand what content marketing is, why it’s effective, and how to implement it. It’s another thing entirely to know how to put all of that information into reality.
The first piece of advice I offer for you is to constantly keep an eye on your analytics.
You won’t be able to avoid mistakes and iterate what’s working well if you don’t know how your present material is functioning.
Google Analytics can provide you with all of the information you want.
Similar to the first, the second idea is as follows:
Run tests once you’ve figured out how well all of your material is functioning.
You may do A/B testing in particular, which are really effective.
A/B testing is a method of comparing two pieces of material that are otherwise similar. Maybe it’s because of the copy. Maybe it’s because of the CTA. Maybe it’s because of the title.
In any event, A/B testing eliminates all parameters save the one you wish to evaluate, resulting in considerably more reliable findings.
It’s also a fantastic approach to collect the data you’ll need to improve your present content marketing strategy.
Another suggestion is to maintain your content calendar well-organized. Content marketers and creators have a reputation for being disorganized.
However, this diverts attention from your overall effectiveness and consistency.
To maintain your content calendar in one place, use a platform like CoSchedule.
Your content marketing efforts will have a greater chance of success if you have a well-organized content calendar, useful analytics, and regular A/B testing.
After all, if you’re going to invest time and money on content marketing, you might as well get the most bang for your buck.