“We frequently field the question, ‘What exactly is Content Marketing, and why should I care?’ from our digital marketing clientele.
The succinct answer lies in the definition provided by the Content Marketing Institute (yes, it’s a real thing!): ‘Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.’
But what does this mean in practical terms?
It entails producing content related to your area of expertise and disseminating it in a manner that resonates with your target audience, prompting them to engage and generate tangible value for your business—akin to the ‘givers gain’ principle in face-to-face networking.
In discussions about content marketing, many of our clients recoil at the notion of divulging their ‘trade secrets,’ fearing that excessive sharing will prompt prospects to undertake tasks themselves. Our stance is that if prospects are inclined to handle these tasks independently, they are likely more concerned with cost-saving measures and may not be the ideal prospects to pursue in the first place.”
So, what should you write about?
Similar to all marketing efforts, content marketing requires a strategic approach—it necessitates a meticulously crafted plan tailored for the long term. Moreover, it should seamlessly integrate into the overarching marketing strategy, aligning with other initiatives such as email campaigns, SEO, and social media endeavours.
Your target audience must perceive your content as valuable and relevant. To achieve this, your content should demonstrate an acute understanding of your audience and their business needs, ensuring that what you create resonates with them.
Within your plan, it’s crucial to establish clear, quantifiable goals. Your content, like any other marketing investment, should contribute towards achieving business objectives. Whether it’s building awareness, nurturing leads, or facilitating conversions, your content marketing efforts must add tangible value. If they don’t, it’s essential to reassess the strategy or allocate your marketing budget elsewhere.
Where should you publish your content?
Your website’s blog is an excellent starting point for marketing your content. Leveraging your blog allows you to utilize the built-in XML feed to distribute content across social media platforms and drive email marketing campaigns. This approach maximizes the reach of your content marketing strategy efficiently—publish once and let technology amplify your efforts.
Stay tuned for the second part of this article, where we’ll delve into crafting a comprehensive content marketing plan and explore additional strategies to kickstart your own activities.