Content marketing is all about providing relevant information to your market which will hopefully bring them to the decision of purchasing a product or subscribing to a service from your business. But let’s be clear about one thing: this is not a hard-sell content. You are not sales pitching at people. What you want through content marketing is to improve their lives through a change in behavior or, as most marketers hope, through a purchase decision.
The first goal of content marketing is to produce a strategic marketing approach that is focused on creating and distributing “valuable, relevant, and consistent content” that will attract and retain a clearly-defined audience with the ultimate goal of driving the customer towards a profitable action.
Before creating a content with this goal in mind, you need to understand that content marketing is a continuing process that evolves over time. It is best integrated into your overall marketing strategy.
There are many forms of content marketing in today’s world. It may come in the form of blog articles, videos, podcasts, social media marketing, emails, webinars, infographics, cartoons, quizzes, generators/calculators, assessments, and apps. Over the years, content marketing has evolved into many other forms but the abovementioned are still considered to be the most popular, creative, and effective ways to spread relevant information about the company’s products and services.
The most common type of content marketing is blogging. In fact, it can be said that the birth of content marketing began with blog articles. In the past decade, blogs carved their own space in the business world, as well as society in general. They are ubiquitous and we use the information we get from them without even realizing it.
When an information is spread through a business blog, it will naturally involve an industry leader or a social media influencer. Think of the last time you purchased something after reading a positive blog post about it. Many bloggers would have a disclaimer at the beginning of their posts, often telling readers that they are no way associated with the products they are “reviewing” but such products are sent to them to test.
If that company is lucky and the blogger actually liked the product, he/she will produce a glowing review about the item or service. In return, readers like us will digest this information, believe the blogger to be an “expert” in the topic he/she is talking about, and proceed to make a decision that will generate an income for the company (whether it is to buy that item yourself or recommend it to a friend or family).