Content marketing nurtures relationships. It provides quality information that is relevant to those who are making the buying decisions. It is not “salesy” or obviously promotional.
And, according to Social Media Examiner’s 2014 Industry Report, content creation is one of the top three areas of marketing that businesses are outsourcing. This niche skill is proving to be important to brands, but much like social media five years ago, many marketers are still working to understand and perfect their use of it.
So what is content marketing exactly? That’s the beautiful part: it’s a lot of things. This approach to marketing has become a valuable tool for organizations—large and small. Providing people with interesting content promotes engagement. Content marketing requires a very targeted yet integrated approach.
Content can be shared across countless platforms. Consider these basic channels to kick off or streamline your company’s content marketing strategy:
According to one study, your business blog can lead to up to 55% more visitors to your company website. Utilizing a blog is a great way to establish your brand as the experts and thought leaders within your given industry. Perhaps you’re selling furniture and home décor. Don’t just sell your items. Let your potential customers know that you are ahead of the curve on trends and lead the way on innovations. You might consider unique blog posts about what colors will be in style next spring. You are now providing potential customers with information they find relevant and interesting at no cost to them. And when it comes time to update their living room, they are more likely to go straight to the expert…you!
Video and Visual Assets
Videos, infographics and even memes seem to flood our news feeds each and every day. These types of assets account for approximately 60% of the content that marketers use on social media. Tech start-up Qmee created a simple but brilliant infographic that represents standard Internet activity within a 60-second time frame. So what can this infographic teach us about content in the form of videos, more specifically YouTube videos? More than 5 million videos are viewed each minute. Why shouldn’t one of those videos be yours?
This might be the most obvious place to share content and engage in conversation with your potential customers. In fact, according to a recent report compiled by BI Intelligence, Americans are spending more time on social media than anywhere else on the Internet…including e-mail! Social media is where consumers are hanging out.
Still, it’s not enough for your business to just be on social media…it is an art to be mastered. Some of the most commonly used content in social media is original written content. This is preferable, of course, but some marketers do choose to utilize a curation of other people’s content, allowing them to still provide information of value without having to utilize internal resources to create it. Also, providing valuable (and shareable) content on your social media can help to increase your word of mouth… one of the most coveted referral sources your brand can harness.
You might not see an immediate impact like you would with click through rate on a display or PPC ad, but marketing through unique content has priceless benefits of its own. Many consumers prefer to get to know a company through articles rather than ads. With content marketing, wider reach and increased visibility helps to bring your brand top of mind.