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Published Jul 30, 21
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What is content in content marketing?

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.

What makes a good marketing content?

A good content marketer also needs to be value focused and have an eye for quality. That top content marketer is empathetic, putting themselves in the shoes of the audience and truly understanding their needs. Research has proven that the audience's perspective is what drives the success of your content strategy.

What is the role of content marketing?

The Content Marketing Institute defines as “a marketing technique of creating and distributing valuable, relevant ad consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.” In other words, it is about being helpful to customers making buying ...

What is the purpose of content marketing?

Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.

What is the difference between content and marketing?

What is the difference between content and content marketing? The answer is the destination you will use to attract and build an audience. Content marketing is about attracting an audience to an experience (or “destination”) that you own, build, and optimize to achieve your marketing objectives.

What are the 7 marketing strategies?

The 7 P's of marketing include product, price, promotion, place, people, process, and physical evidence. Moreover, these seven elements comprise the marketing mix. This mix strategically places a business in the market and can be used with varying levels of force.

What are the 5 marketing strategies?

The 5 P's of Marketing – Product, Price, Promotion, Place, and People – are key marketing elements used to position a business strategically.

What is viral marketing example?

Viral marketing is a sales technique that involves organic or word-of-mouth information about a product or service to spread at an ever-increasing rate. The internet and the advent of social media have greatly increased the number of viral messages in the form of memes, shares, likes, and forwards.

What is a good content strategy?

A good content strategy considers a KPI, and then works towards reaching it. It is a roadmap that plans out the exact steps that need to be taken in order to reach that goal. But of course, even with all the best planning and execution, sometimes, content campaigns don't meet their KPIs.

What is a example of content?

Content is defined as what is inside or included in something. An example of content is beans inside of a jar. An example of content is the words inside a book. Pleased.

What is importance of content?

The content you create communicates your message, educates your readers, and persuades them to purchase your products and services over your competition. In fact, providing high quality content is one of the most important things you can do to attract clients and create interest in your business.

Who is the father of digital marketing?

Philip Kotler is the father of digital marketing. He is an American professor who has penned more than 60 marketing books and is praised for his efforts in establishing marketing as a field of academic.



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If this sounds complicated, don’t worry: Approaching content this way actually simplifies the process. Here’s how companies use content marketing in each stage of the sales cycle to engage and sell. Awareness stage At the first stage of the sales process, your content should focus on the top concerns of your audience.

Content at the awareness stage should be educational, how-to advice. Save your selling for the consideration and closing phases. articles, blog posts, e-books, videos, newsletters A restaurant writes a blog post about how to plan a menu for a graduation party in the spring. A bike touring company creates a short video on the topic “3 Ways to Choose the Right Bike Trip.” An architecture firm creates an e-book called “Questions to Ask Before Hiring an Architect.” Consideration stage In the consideration stage, content should offer a hybrid of helpful information and marketing.

Of course, your content should have a bent toward what your business offers. case studies, how-to articles, how-to videos, checklists/worksheets A cloud-based phone system company creates a checklist entitled “8 Ways to Improve Your Phone Customer Service” that details the features and functions that make great customer service possible. A landscaping company creates case studies about “The Biggest Mistakes Most People Make When They Hire a Landscaper.” A catering company features case studies of successful events with a focus on the benefits they offer, such as “How to Accommodate Food Allergies at Your Next Event,” or “How to Ensure Your Caterer Uses Sustainable Practices.” Closing stage Content marketing plays an important role when a prospect is close to buying.

An orthodontist practice encourages patients to contribute testimonials about its state-of-the-art equipment and top-notch service. How to get started with content marketing Content marketing can feel overwhelming, but it doesn’t have to be. A successful content marketing campaign should be manageable and sustainable. Take these steps to get started: To create content for a particular reader, you need to have a clear idea of their priorities, challenges, and preferences.

Otherwise, craft profiles of your audience members and prospects before starting. The right format corresponds with what stage of the sales cycle you’re creating content for. Another important consideration includes what formats will best help you showcase value. For some, this will be a video; for others, a checklist. An audience will judge your content on its quality, and they should.

Regardless of who creates it, hire a professional proofreader to review anything before it goes out the door. Will you post content on your site, email it to people, or print it for an event? Start with “where” you know your audience is likely to be, and choose formats that make sense.

Once you have content, it’s time to get the word out about it. Social media—Facebook, Linked, In, You, Tube, Twitter, Medium, Instagram, and others—is a proven and easy way to promote your content. You write a post and link to your content, and then voila! People are engaged. You can do this through 3 steps: The best social media outlets for you are the ones frequented by your audience.

With some planning and systematic content marketing, you can reach the right people and inspire loyalty to your brand.

Content may be king, but many content creators (and purveyors of fine content) often struggle to show the value of content marketing. This is because the types of content (blog posts, guides, webinars, etc.) that most people think of as content marketing all fall in the "discovery" part of the marketing funnel, which is several steps removed from conversions.

It might even be content that makes people fall in love with you a little. But discovery-level content is not usually the last touch before a big sale. There are many more layers of content that usually finesse that conversion. (More on that when we discuss how content can represent various stages of the funnel in ch.

Helps your social efforts? Check. Increases your audience? Check. But because most content marketing sits up at the awareness stage of the funnel, it's not realistic to expect customers will go en masse from reading one blog post to buying all the things. It may be that the real struggle you face with your client or boss is that they're afraid their industry isn't sexy enough for content marketing.

Your challenge here is to find that perfect angle to pitch to show them just how interesting content marketing for boring industries can be. Demonstrate the ROIThat top-of-funnel position doesn't mean it's impossible to demonstrate the value of content. It just means you need to build a more complex model to understand and show how content really contributes to your conversions.



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A content strategy might include some or all of the following: . This can help you connect with customers and potential customers at any stage of the customer journey. (ebooks, templates). Gated downloadable content can work well to attract prospects at the top or middle of the funnel. (videos and podcasts).

Webinars can help educate your target audience and form a deeper, more personal connection with customers. Interactive tools can showcase what your product has to offer, or simply serve as a way to engage your target market. Emails help companies regularly re-engage their customers and prospects who have expressed interest in their content or business.

Repurposing content allows you to get the most out of the content you create. How do you write content for landing pages? Great landing page copy helps create a more effective, results-oriented pages for your site. How do I make a content shareable? Creating content that’s shareable on social media can involve more than just a catchy headline.

What is Saa, S content marketing? Content is one of the most powerful tools a software-as-a-service company can use to attract, educate, and convert customers. Here we dive deeper into why content marketing works for Saa, S. What you need to know about top-of-funnel content: Here we go through a 5-step plan for finding content ideas for potential customers in the awareness phase.

1904 Jell-O salesmen went door-to-door, distributing their cookbook for free. Touting the dessert as a versatile food, the company saw its sales rise to over $1 million by 1906[] During the golden age of TV, between the 1940s and 1950s, advertising took over the media. Companies focused on sales rather than connecting with the public.

The phrase "content marketing" was used as early as 1996, when John F. Oppedahl led a roundtable for journalists at the American Society for Newspaper Editors. In 1998, Jerrell Jimerson held the title of "director of online and content marketing" at Netscape. In 1999, author Jeff Cannon wrote, “In content marketing, content is created to provide consumers with the information they seek.” By the late 2000s, when social networks such as Facebook, Twitter, You, Tube were born, online content marketing was accessible, shareable and on-demand anytime worldwide.

In it, the columnist points out that by 2013, use of content marketing had jumped across corporations from 60% a year or so before, to 93% as part of their overall marketing strategy. Despite the fact that 70% of organizations are creating more content, only 21% of marketers think they are successful at tracking return on investment.

As of 2016, You, Tube had over 1 billion users, representing 1/3 of all internet users and reaching more people 18–34 years of age than any cable provider in the U.S. Yelp, an online business directory, has seen 30% year over growth in the number of reviews, ending the second quarter of 2016 with 108 million reviews for over 3 million businesses.

Common metrics Metrics to determine the success of content marketing are often tied to the original goals of the campaign. For example, for each of these goals, a content marketer may measure the different engagement and conversion metrics: Brand awareness and visibility Businesses focused on expanding their reach to more customers will want to pay attention to the increase in the volume of visitors, as well as the quality of those interactions.

Measures in this part comprise Share of voice (SOV) is the number of times a brand has been talked versus its competitors (conversations). Outside the digital world, SOV stands for the space and frequency a brand advertisement is placed on traditional media. Sentiment is when the brand has positive, negative or neutral feedback.

Diversified user base For businesses hoping to reach not only more - but also new - types of customers online, they should pay attention to the demographics of new visitors, as evidenced by cookies that can be installed, different sources of traffic, different online behaviors, and/or different buying habits of online visitors.

Trend spotting refers to the latest consumers' comments about a brand, product or service that must be targeted. Some tools can be provided by Google Trends, Trendsmap (Twitter) and other sites that report what is in everybody's mouths worldwide. Digital use Digital content marketing Digital content marketing, which is a management process, uses digital products through different electronic channels to identify, forecast and satisfy the necessity of the customers.



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Many of the ideas you think of will be evergreen — they're just as relevant months from now as they are today. That being said, you shouldn't ignore timely topics either. While they may not be the bulk of your editorial calendar, they can help you generate spikes of traffic.

Evernote is a good example of a content strategy used to attract new leads. People interested in reading content related to productivity are likely the same people interested in downloading Evernote's note-taking product (because what's better than a to-do list for helping you stay on-task?). On the contrary, if Evernote's marketing team simply created content for the sake of increasing traffic — like publishing "Our 10 Favorite Beyonce Songs" — it wouldn't be considered a content strategy at all; it would just be content.

Let's take a look at another example to see how a good . Consider the following scenario: a prospect calls a sales representative at Wistia and asks questions related to Wistia's video hosting service. As the Wistia sales rep speaks with her, he learns her business is using a few other tools to convert leads into sales ...

Bingo. Once the call ends, the sales rep sends the prospect a follow-up email with a blog post about Wistia's integration with Intercom, which enables Intercom users to further personalize messages to prospects based off video-watching data they collect through Wistia. This is a prime example of how you might use a content strategy as a sales enablement tool.

Blog Posts If you haven't already noticed, you're currently reading a blog post. Blog posts live on a website and should be published regularly in order to attract new visitors. Posts should provide valuable content for your audience that makes them inclined to share posts on social media and across other websites.

[Lastly,] ebooks further down the funnel should become more personalized and offer more sales content. Comparison guides or an ebook of case studies are beneficial for prospects at this stage." Ebooks are the next step in the inbound marketing process: After reading a blog post (such as this one), visitors might want more information.

In turn, the business producing the ebook has a new lead for the sales team to contact. 3. Case Studies Case studies are your opportunity to tell the story of a customer who succeeded in solving a problem by working with you. A case study is perhaps your most versatile type of content marketing because it can take many different forms — some of which are on this list.

even an infographic. Your goal in a case study is to show the people who are considering your product that the proof is in the pudding. Before choosing a customer for a case study, you should determine which form the testimonial will take and the area of your business to which you're trying to drive value.

Templates Templates are a handy content format to try because they generate leads for you while providing tremendous value to your audience. When you provide your audience with template tools to save them time and help them succeed, they're more likely to keep engaging with your content in the future.

Infographics Infographics can organize and visualize data in a more compelling way than words alone. These are great content formats to use if you're trying to share a lot of data in a way that is clear and easy to understand. If you're ready to get started, get our templates for creating beautiful infographics in less than an hour.

Video also captures people's attention more than any other content format. 7. Podcasts Starting a podcast will help audiences find your brand if they don't have time or interest in reading content every day. The number of podcast listeners is growing — in 2018, nearly one-third of the U.S. population has listened to a podcast in the last month.

You can also interact with other businesses that have a similar audience as your own. While the goal on social media sites like Instagram or Snapchat is to connect more intimately with your audience, your goal on platforms like Facebook and Twitter is to expand that audience, drive traffic toward your website, and start conversations in your industry.

When you're ready for more ideas, there are a plethora of different content types to diversify your content marketing. It takes time, organization, and creativity to grow a successful content marketing strategy. From building the foundation of your content marketing plan to adding tools to better manage your content, setting up your strategy for the new year won't be a hassle if you follow the steps and explore the resources here.



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In a world where content marketing is part of 90% of marketer’s plans and people spend an average of 10. 7 hours a day with content, this would seem like a no-brainer question to answer. 7 Reasons to use content marketing Here are 7 reasons that answer the question: why use content marketing.

This means product content, answers to customer questions, how-to’s, styling (especially for clothes, makeup and home décor), and ratings and reviews. If you don’t supply this content, someone else will. Many marketers underestimate the value of this type of information in supporting your sales efforts. While you’ve made the first sale, if your customer can’t use your product, they’ll either return it or not buy from you again.

I’ve no idea when I started using content marketing because I started before I even knew what it was. I’m 24-years-old borderline digital native. Therefore, I’ve been using the Internet to share content for as long as I can remember. I got into the marketing field by promoting my writing and music online, often by providing unique content to other, relevant websites.

My first content marketing project was supporting the San Francisco wholesale furniture biannual tradeshow. In addition to nuts and bolts information about the show, I created fun guides highlighting where to eat and what to see and do near the conference. Erika Heald – Content Marketing Consultant, EH Communications 6.

I try to create unique information streams on each social network so that people who follow me on multiple platforms aren’t seeing the same content during the day. Kim Yuhl, As this diverse group of marketers shows, content marketing is important to support your overall business and marketing goals without the usual promotion, not only to build your brand and establish expertise but also, to help nurture sales.

It’s integrated with other forms of marketing. Lastly, it’s interesting to note that most of the respondents had done some form of content marketing or journalism before the term was popular. Big hat tip to Joe Pulizzi, CEO of Content Marketing Institute and author of , for promoting the term.

Many marketers see this as a ‘top of funnel’ activity, but alongside that, it can also help you boost sales, increase lead opt-ins, increase brand awareness and create better brand perception online. Now more than ever, customers are looking for the ‘story behind the brand’, the ‘why’, if you will.

However, when done well - the benefits of content marketing are immense. You’ll be able to reach your target audience, increase revenue and build relationships with your customers. But that’s not all:How you are perceived online often goes hand in hand with the type of content that you put out.

You want to increase your follower count and expand your reach. Who doesn’t? But does your content perform the way you would anticipate it to? If the answer is no, don’t worry, this may be your signal to re-think your content marketing strategy and replace your current content with another type or variation that better resonates with your audience.

Customers that consume your content - no matter the platform - have a higher likelihood of purchasing from you than those that don’t. Why? It has to do with your trust factor. If you are serving your audience content that they can trust, they are not only more likely to purchase from you outright - but also to give you their email and other information in the early lead stage.

Search engines LOVE content. Especially if you are consistently producing high quality content. With a content marketing strategy that consistently builds on itself, you should be able to better rank in search results - giving your website a better chance at attracting organic traffic. Not too long ago, many people put a high volume on the amount of content that they were able to put out, rather than the quality.

Quality content not only enhances your SEO, but it also gives you a better chance to be recognized as a credible source of information within your niche market. This carries multiple benefits within itself, the utmost important one being that customers are more likely to buy from a brand that they trust rather than one they don’t.

Sometimes marketers are looking to make a statement, other times they’re looking to generate more leads for their sales funnel. But how do you know which one is best? The key to choosing a content marketing type, is to make sure that it can satisfy the goals you’ve set for the piece.




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