Also known as inbound marketing, content marketing is non-interruptive. Instead of overtly trying to sell something to your audience, you consistently create and deliver valuable information that educates them. Ultimately they reward you by purchasing your products, recommending them to friends via social media channels and word-of-mouth, and acting as brand ambassadors.
It is the opposite of interruption marketing, also known as outbound marketing, a traditional method of product promotion which interrupts a person’s flow of activity to grab their attention and tell them about what they should buy. This form of marketing may create recognition, but it’s rejected by consumers about 90% of the time.
In today’s marketplace, people often search for reviews and recommendations when they’re evaluating products. A strategic, well-researched content marketing strategy will help you create content that resonates with your target market while increasing engagement, social shares, and the size of your audience. The more your content is shared and recommended, the more you build trust and thought leadership. The result? More leads and sales.
Intergage, a full-service digital marketing agency, created the infographic below to illustrate the steps you should take to create a focused content plan. It also presents some statistics about how brands are using content marketing and why:
There is a sense of urgency about content marketing, which is leading many brands to jump in without setting clear-cut goals — a recipe for failure. Don’t fall into this trap.
What does your target audience want? What types of content would help you gain their trust to the extent that they recommend your products? It’s important to research:
As I wrote in a recent post, it is vital to plan, manage, and optimize your content marketing initiatives. Managing the workflow is an important element of success. I created a content marketing planning template that you can use as a starting point to:
Your content should answer some unmet need or question for your customer. It must to be useful in some way to them, over and above what you offer as a product or service.
Publish your content on platforms that suit the formats you have created:
Once you’ve published content, it’s important to promote it. This improves its viral nature and puts your brand on your audience’s radar.
In a previous post, I emphasized the importance of distilling data in ways that are relevant to your marketing plan. This is a key part of figuring out how to resonate with your audience.