Content marketing is a marketing strategy used to attract, engage, and retain an audience by creating and sharing relevant articles, videos, podcasts, and other media. This approach establishes expertise, promotes brand awareness, and keeps your business top of mind when it’s time to buy what you sell.
Your customers, leads, and audience members want valuable content from your business. And that content needs to reach audience members in a way that feels natural and organic versus being disruptive. Content marketing helps businesses do this, and it describes the process of attracting, engaging, and retaining an audience using content.
Content marketing isn’t a new concept, but it’s become more important in recent years as technology has changed the way we consume information.
Gone are the days when businesses could rely on interruptive advertising to reach their target audiences. Today’s consumers are bombarded with ads and they’ve learned to tune them out.
This is where content marketing comes in. By creating valuable, relevant content, businesses can attract and engage their target audiences without being disruptive.
Content marketing is a strategic approach to marketing that involves creating and sharing valuable content with your audience. This content can take many different forms, such as articles, videos, podcasts, and other media.
By providing valuable content consistently, you can attract new customers, engage with them on a deeper level, and keep them coming back for more. And that’s what it’s all about, isn’t it?
When done correctly, content marketing feels natural and organic to your audience. They won’t feel like they’re being bombarded with sales pitches or disruptive advertisements. Instead, they’ll appreciate the valuable information you’re providing them with.
Let’s dig in to see how it’s done.
What Is Content Marketing?
So, really, what is content marketing? Simply put, content marketing is a marketing strategy employed by businesses to attract and retain customers through the creation and distribution of relevant content. This could include articles, videos, podcasts – anything that provides value to your audience.
When you use content marketing on a regular basis, you build and nurture relationships with your target and existing customers. When your audience considers your business to be a partner committed to their success and a valuable source of information and direction, they are more inclined to select you when it comes time to make a purchase.
Content marketing is long-tail marketing – it’s not about getting that one big hit and then moving on. It’s a continuous process of creating, publishing, and promoting content with the goal of building trust and authority over time. And as we all know, earning customer trust is key to business success.
Does Content Marketing Really Work?
In a word, yes. Content marketing is one of the most effective ways to reach your target audience and engage them with your brand.
According to ProfitWell, more than one-third (35%) of consumers still read 3 to 5 content of material before engaging with a sales rep, companies with blogs get 67% more leads than those without a blog, and inbound marketing close rates are 8 to 10 times higher than those for outbound campaigns.
Even with increasing expenses, content has a compounding effect because it has the potential to stay on your site indefinitely. After all, content advertisements boost brand awareness, trust, and even surface area since they can be displayed on your site for eternity.
When it comes to retention, organizations that use content are seeing a 5% – 10% increase in retention, especially when they focus on customer success.
What Type of Content Should You Produce?
The content you create should be relevant to your target audience, provide value, and be engaging. In other words, it shouldn’t just be a sales pitch.
Your content can take many forms such as blog posts, infographics, videos, podcasts, images, etc. But the most important thing is that it resonates with your target audience and provides them with what they’re looking for.
How Do You Distribute Your Content?
Once you have great content created, the next step is getting it in front of the right people. This includes publishing it on your website and sharing it on social media platforms such as Facebook, Twitter, LinkedIn, Instagram, and others. You can also submit your content to popular publications and websites in your industry, as well as use paid advertising to get it in front of the right people.
The key is to find what works best for you and your business, and then stick with it. Content marketing is a long-term strategy that takes time and effort to see results, but it’s worth it in the end.
The average time it takes for Google to rank your blog postings in search engines ranges from 90 to 180 days. Here’s a study by Ahrefs on 2 million random keywords and the top 10 ranking sites, which shows how long it takes for Google to rank pages.
Creating valuable content is only one piece of the puzzle when it comes to content marketing. You also need to make sure that your audience knows about it. This means promoting your content regularly through social media, email marketing, and other channels.
Content Marketing Strategies
Now that you understand what content marketing is, it’s time to start thinking about some strategies you can use for your business. Here are a few ideas:
- Blogging: Start a blog and share your thoughts on current trends in your industry or topics that interest your target market. With a blog, you may link to and promote other internal and external content and blog articles, as well as add social share buttons and include product information.
- Video Marketing: Create short videos explaining what makes your products or services unique or demonstrating how they work. According to data from Wyzowl, 69% of consumers prefer learning about a company’s product or service through video.
- Podcasting: Share interviews with experts in your field or discuss hot topics in your industry. Podcasts give you a lot of freedom since they may be about any topic. You also choose other variables including episode cadence, who’s on the podcast, where you advertise the podcast, and how long episodes are.
- Social Media: Share articles, videos, and other content across social media platforms like Facebook, Twitter, and LinkedIn. It’s easy to see why so many businesses invest in social media marketing, with over 3.6 billion global social media users.
- Email Marketing: Send your audience weekly or monthly emails with links to interesting content related to your industry.
- Infographics: Infographics are a visual way to share statistics and data that can be interesting and engaging for your audience. Infographics are a wonderful method to effectively communicate your material. They’re ideal for condensing an educational or convoluted topic down to its essentials so that everyone can comprehend it.
As you can see, there are lots of different ways to use content marketing to reach your target market. The key is finding what works best for you and your business and then sticking with it. Content marketing takes time and effort, but the results can be worth it!
How To Start Doing Content Marketing
It all comes down to your audience. What are they interested in? What are they talking about on social media? Once you know what your audience is into, it’s time to start creating content that speaks to them.
There are a few different ways to go about this:
- Establish yourself as an expert in your field by sharing relevant insights and advice.
- Promote brand awareness by creating engaging content that showcases what makes your business unique.
- Keep your business top of mind by delivering regular doses of valuable content.
- Experiment with different types of content until you find what works best for you and your audience.
Well, there you have it – a quick overview of content marketing and what it can do for your business. As you can see, there are a lot of different ways to approach this strategy, so it’s important to find what works best for you and your audience. And be patient – content marketing takes time and effort, but the results can be worth it!
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