Content marketing is a type of marketing that concentrates on generating, producing, and transmitting content for individuals online. Content writing is still one of the best ways to get high-quality traffic to your website for a whole host of reasons. It can attract thousands of new visitors to your site in just a few months through organic search traffic. And, unlike using Google AdWords or pay-per-click advertising, the investment you make in creating content is compound and lasting. I.e., your results won’t just disappear as soon as you stop paying Google.
Content marketing is a form of inbound or “pull” marketing, which means it’s designed to draw your target customer or audience to you. Pull marketing is valuable because it often means that you’re attracting people who might already be looking for you. For example, if someone searches “how to purchase the right washing machine?” on Google, there’s a good chance they’re in the market for a washing machine, or they will be sometime soon.
And if you happen to have a wonderful, high-quality washing machine buying guide that you’ve written on the website for your store that ranks on the first page of Google, you’re “pulling” this qualified customer directly to your website. Not to mention the fact that writing content for your website can give you the chance to connect with your customer to build trust and help answer the questions that can aid their purchasing decision. It also gives you tons of content to post on your social channels and fill up your email newsletter with.
Types of Content Marketing
There are many types of content marketing that you may choose to incorporate in your strategy — here are some of the most common:
1. Social Media Content Marketing
With over 3.6 billion global social media users, it’s easy to understand why so many businesses invest in social media marketing. There are a number of platforms (e.g. Facebook, Instagram, Pinterest, LinkedIn, Snapchat) to work with and several ways you can create and share content on each of them (e.g. photos, live videos, pre-recorded videos, stories).
Featured Resource: Social Media Content Calendar
2. Infographic Content Marketing
Infographics display content, information, and data in an easy-to-understand, graphic format. With a mix of simple wording, short statements, and clear images, infographics are a great way to effectively communicate your content. They work well if you’re trying to distill an educational and/ or complex topic down so all audience members can understand it.
Featured Resource: 15 Free Infographic Templates
3. Blog Content Marketing
Blogs are a powerful type of inbound content and allow for a lot of creativity in terms of their purpose and topic. With a blog, you can do things like promote other internal and external content and blog articles via links, add social share buttons, and incorporate product information.
Featured Resource: Start a Successful Blog
4. Podcast Content Marketing
In a 2020 survey, it was found that 37% of U.S. adults listened to a podcast within the last month. For this reason, many businesses and media outlets have begun creating and sharing their own podcasts.
Podcasts allow for a lot of creativity as they can be about any topic of choice. Additionally, you determine other factors related to the podcast such as cadence of episodes, who’s on the podcast, where you advertise the podcast, and how long episodes are.
Featured Resource: How to Start a Podcast
5. Video Content Marketing
According to HubSpot research, over 50% of consumers say they want to see videos from the brands they interact with. Additionally, video marketing can boost conversions, improve ROI, and help you build relationships with audience members. You may choose to share your video content on social media platforms, landing pages, or on a co-marketers website.
Featured Resource: The Ultimate Video Marketing Starter Pack
6. Paid Ad Content Marketing
Paid ads can help you reach a broad audience and allow you to position yourself in all of the places you want to be seen — paid ads are especially beneficial when paired with inbound marketing. There are many places you can share paid ads including on social media, landing pages, banners, and sponsored content.
Content marketing is used for business to :
- To attract customers
- Increase sales
- Increase credits
- Attract a community of users
Content marketing gains prospects and transforms them into customers by producing and sharing valuable and free content. Content marketing assists companies to create feasible brand loyalty, provides information to customers, and creates a desire to obtain products from the company in the time ahead. This form of marketing does not imply direct sales. alternatively, it builds trust and bond with the customers.
Dissimilar to other forms of online marketing, content marketing depends on predicting and meeting an existing customer’s need for information, as to create a demand for a new need. Content marketing needs continuous beheading of a large amount of content, ideally within a content marketing procedure.
When businesses approach content marketing, the main focus should be the essentials of the prospect or customer. Once a business has identified the customer’s need, information can be presented in different forms including news, video, e-books, infographics, case studies, podcasts, guides, photos, blogs, etc. Most of these formats belong to the digital medium.
Content marketing also provides additional benefits in that it supports other digital marketing channels. It provides additional content for social media marketing and contributes to SEO efforts by developing natural inbound links and building up good content on your website that gets found in search engines. In fact, for many companies, the bulk of their SEO efforts should be focused on content marketing.
You are not your target audience. Creating content because you “think it’s good” or “it’s cool” or “this is what we wanted” is not good enough. In fact, it’s not “marketing “ at all. Instead, be 100% user-focused. Imagine if you were the customer and found their interest.
Is content marketing really effective?
It really, really is. But don’t take my word for it. Here are a few crazy awesome stats about content writing that prove how great it is and how necessary it has become.
- Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads. (Source: DemandMetric)
- Conversion rates are nearly 6x higher for content marketing adopters than non-adopters (2.9% vs 0.5%). (Source: Aberdeen)
- 47% of B2B customers read about four blog posts before talking to a salesperson. (Source: Demand Gen Report)
- 51% of content consumption derives from organic search. (Source: Kuno Creative)
- 84% of people expect brands to produce content that entertains, provides solutions, and produces experiences and events. (Source: Meaningful Brands)
How does SEO fit in?
In a practical sense, search engine optimization (SEO) and content marketing are one in the same.
To rank highly in search engine results pages (SERPs), you need high-quality organic content. To know which keywords to target in your copy, you need SEO.
SEO is a foundational component of content marketing in that it is often the centerpiece of all strategies and campaigns. Optimizing your content allows you the opportunity to update your brand messaging for a modern audience, outrank competitors for high-value keywords, and keep your web pages aligned with Google’s sitemap preferences.
To achieve your content marketing goals, SEO is often the best tactic to start with.
Within the practice of SEO, there are specific ranking factors to consider. According to Google, there are more than 200 criteria the search engine weighs when it crawls and indexes your web pages. Based on how your site and your content fares in these assessments, an algorithm will serve your pages to searchers.
Some ranking signals are stronger than others, and Google doesn’t often reveal the exact weight of each one. What we do know is that the top factors include:
- Direct Web Traffic.
- Mobile Responsive Design.
- Anchor Text Keywords.
- User Behaviour Signals.
In layman’s terms, everything you publish on the web needs to 1) generate reputable backlinks, 2) be useful to readers, and 3) have a strong click-through rate and dwell time.
You can’t do content without SEO, and you can’t do SEO without content – they are inseparable.
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