Content Marketing: What and How

In almost every blog we’ve published, we’ve talked about content. Whether we’re discussing social media, branding, digital marketing, or the differences between B2B and B2C marketing, it all boils down to quality content.

We thought it was time to finally address the topic in a blog of its own.

What exactly is content marketing? And how does one learn to create quality content? Read on to find out!

What is Content Marketing?

The first thing you need to know about content marketing is that it is not an elevator speech – nor is it a pitch for your brand or product.

Instead, content marketing focuses on delivering informative, relevant and consistent information to your consumers. It convinces your consumers to do business with your brand based on its reliability and usefulness.

Putting out content that makes consumers feel more informed and intelligent, rather than enticing them to make a purchase through a catchy promotion, will often win you their business and brand loyalty.

To master the art of content marketing, we’ve put together a few key tips.

Creating Quality Content

1. Define your content marketing goals.

The first step to creating quality content is to define your content marketing goals. There is no right answer – it all depends on how you want to grow your business.

Do you want your content to generate leads or interest in your product or service?  Perhaps you want to build a public opinion of your brand or develop an online community.

Social media content, for example, is better for generating awareness.  Blogs, newsletters and podcasts are better for delivering important information.

Content Marketing Objectives

What is your company’s content marketing objective? ℅

2. Select your target audience.

After defining your content goals, select your target audience. Who do you want to read your content? Who do you think would be most likely to buy your products or services?

Once you select your broader target audience, work on narrowing the demographic. Rather than just targeting athletic teens, for example, you could target teenage soccer players.

Narrowing your target audience will help you tailor your content for a specific set of customers and put out information that they want to read about.

Remember, it’s easier to achieve brand loyalty with specific, targeted groups than it is with more general audiences. Start small and add more target niches as you go along.

3. Create a core message.

The most important part of your content is your core message. This message is the essence of the information your consumers will receive.

Your core message should represent what you want to inform consumers of.  It should also capture the essence of your brand’s style, personality and character.

Remember that content is one of the key ways you can utilize storytelling to make your brand come alive in the eyes of consumers.

If increasing sales is your primary content goal, then make sure to convey the primary benefits of your product or service in your core message.

How we Consume Content

Consuming content. ℅

4. Make sure your content fits into your overall marketing plan.

Last but not least, make sure your content marketing strategy fits with the rest of your overall marketing plan.

The content you publish should be reflective of the ad copy you place on websites or other media channels, as well as any other marketing materials.

A unified marketing strategy is what creates a brand image in the minds of consumers.

At the end of the day, the purpose of your content is to not only put out useful information that engages consumers, but ultimately to persuade them to do business with you.

beams&bricksContent Marketing: What and How

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