Content Marketing – What it is & How it Works
Content marketing has been around for a very long time, ever since the beginning of SEO, but now, more than ever, it is becoming increasing more important for any online marketing strategy. Content marketing involves, as the name implies, creating content for your site and using it to market your business. What many business owners don’t understand is what that content should be about. For instance, things like:
- Company goings-on
- Your company’s upcoming events
- New deals or promotions
- Articles on why people should buy your product
- A knowledge base of all your product listings
Are not what content marketing is all about. Providing that kind of information can be helpful and should be added to the company site, but should be limited and should not be the only thing that your visitors see when they visit your site.
What Your Content Marketing Strategy Should Include
Content marketing is all about useful, educational, helpful, and enjoyable content that people actually want to see. If you can provide content that will entertain your audience, solve problems for the people who may use your products or services, or create content that your audience is inclined to share – that is content marketing.
For some business owners this may be a difficult concept to understand because they want to argue “Why answer people’s questions on the site? We want them to call us so that we can sell them more stuff.” What that causes is a waste of resources as your company now requires more customer service reps to be able to handle the call flow. Having online resources frees up your required staffing, increases customer satisfaction, brings in new clients, and helps increase your search engine rankings.
The Benefits of Content Marketing
On top the obvious benefits of content marketing which we glazed over above, there are numerous other benefits as well. While I won’t go into detail of them here, here are a few examples:
- Increase customer retention
- Increase brand awareness
- Take business from competitors
- Rank for more key terms
- Increase overall search engine rankings
- Drive more traffic to your site
These are some of the most popular features of content marketing which can be accomplished if done correctly. Now, again, I don’t want to go to much into this here and will likely create a separate article which goes more into detail about these benefits. I just want to nail in the importance of content marketing, what content marketing really is, and how it can benefit your business.
Some Examples of Content Marketing Types
Now that you know what content marketing is in application, here are some examples of the different types of content marketing:
- How-to/instructional articles
- Industry news articles
- Press releases
- How-to/instructional videos
- Informative industry articles or videos
- Widgets or Apps
- eBooks or white papers
And these are just the most popular forms of content marketing and there are still many more as well. Bottom line is, content is king and not utilizing this powerful form of online marketing will cripple your online presence in comparison to your competitors who are doing it.
Now that you know what content marketing is, if you want to learn more about it, check out some of my other blog posts about content marketing.
Also Related: The Effects of Visual Content