Hardly any other area is as changing as marketing. In addition to constantly changing customer preferences, there are always new ways to send your messages to the recipient. Content marketing in particular has recently been a popular fashion term, but it hides real opportunities for founders. But what is content marketing anyway and what are the best content marketing methods? Read more in this article.
What is content marketing?
Content marketing is marketing that focuses on content. Here informative content is offered that builds a bridge to the targeted marketing goals.
An example: A company has specialized in the production of cup cakes. You could simply place classic advertisements for the desserts and advertise the quality and taste. Or rely on content marketing and begin to produce content that revolves around your own profession. These can be videos on the production process, a background article about the motivation of the founders, or interesting recipes for cup cakes. The goal is to provide the potential customer with added value that gives them a higher opinion of the company and, ideally, ultimately leads to a conversion. For example, content marketing specialist Jane Bachy says in an interview:
“Content marketing includes all activities that have to do with content and communication and that somehow” indirectly “lead to the goal, e.g. Sell more products and services. “
The problem is that many companies shy away from the costs and cannot measure a direct ROI. However, people tend to forget that brand awareness can be increased drastically through content marketing. Content creates topics that potential customers can talk about.
Another example: our cup cake company has successfully posted videos and articles on its blog. Before that, interested customers hardly had any incentive to talk about the company. But now that many people have read the article about “5 exotic cup cake creations”, they are starting to recommend it to friends. Little by little, word gets around about the high quality and interesting content of the blog and users become customers.
Since the cup cake company also knows how to convince with the quality of its delicacies and the customers are satisfied with the service, this results – together with the branding via the previous content marketing – a strong brand loyalty. Most of the customers who know the blog and have already ordered, now see this company as number one in their field and have built an emotional bond that would not have worked with classic advertising. Why? The company has created added value and thus enriched the quality of life of customers in the broadest sense.
Respect and recognition in the job
However, content marketing is also valuable for the recognition of the company within the industry and ideally also beneficial for the working atmosphere. Since content marketing is about content and this logically often comes from your own company, communication within the company also increases.
Let’s stay with our cup cake example: Since the company’s marketing department speaks for background films, photos and interviews with the confectioners but also with the suppliers, the departments understand each other better. In the best case scenario, this leads to jointly developed concepts that are good for the entire company.
Of course, content marketing can also be measured in fact. Great content on YouTube or Instagram can dramatically increase traffic to the actual website. Where the Cup Cake company previously relied solely on Google search and the initiative of customers, it now benefits from videos on YouTube, as well as inspiring and appealing Instagram and Pinterest accounts. As a result, traffic can increase many times over, especially for companies in the food, fashion, do-it-yourself and lifestyle sectors! Also search engine optimization can be fueled through content marketing. You could certainly write a complete article just about this relationship, but in short: content marketing helps Google and other search engines to crawl the content and to get a much more comprehensive impression of the quality and business of the company. This mainly affects long-tail keywords. The question is really not why content should be produced, but why not? After all, without content there is nothing for the search engines to optimize!
What is the best way to approach the project? Are there any best practices in content marketing? Yes and no. As always, there is no perfectly predefined path, but basic rules that one should adhere to exist. If you don’t feel safe, you should consult an expert.
“Anyone who is at the beginning of planning is best to get a professional advisory board or invest in further training.”
The following questions should definitely be asked as part of the planning:
What are the goals?
The original question is very simple: What should the content marketing campaign achieve? Is it all about increasing traffic to the site? Should the engagement of the users be increased, conversions generated, or simply the click numbers be pushed? Each of these goals could require a completely different approach on different channels. In addition, the difference between short-term goals such as reach and long-term goals such as customer loyalty and search engine optimization should be clear. The definition of the individual goals ultimately results in the development of the appropriate content strategy.
Who is the target group?
It may sound banal, but this is one of the most important questions to ask yourself in content marketing. A target group analysis helps with the correct approach.
To stay with our example: Who buys cup cakes and where do they prefer to stay, or on which platform or which channel do you have the greatest chance of generating a conversion?
Where is the added value?
The whole point of content marketing collapses if there is no added value for the user. After the target group has been clearly defined, it is essential to develop content that gives it real value. This not only includes the pure information, but also means that the content must be prepared in an exciting way. Entertainment is just as important as information these days.
It is important that maximum input is provided with the easiest possible digestibility. Complex sentences, pathetic gurgling and “talking about the bush” does not go down well. It is also important to provide unique content. That is not always possible, but even if the topic itself has been chewed through a thousand times, a simple change in the medium or the way of presentation could work wonders. For example, picture series, infographics or videos can be used instead of articles. The possibilities are enormous!
Quality is paramount
Particular emphasis should be placed on the quality of the content. This not only means that these should be spelling and grammatical, but also that quality comes before quantity. There’s no point in flooding your blog with sloppily researched or shallow articles, or publishing a half-baked video. A well-rounded product will always pay off in the long run. It is therefore important to pay close attention to what the target group needs and to serve it in the best possible way.
These channels are suitable for content marketing
In addition to the in-house website, there are also a number of other platforms and channels that are ideal for content marketing. The good thing: They can be easily networked with your own website and can be used for a variety of goals and target groups.
The classic for search engine optimization is also a good friend for content marketers. The guest article increases your own reach, is ideal for placing informative content and also to underpin your status as an expert. Here it is important to actively approach the partners. You will be rewarded yourself with backlinks and both sides with increased relevance. Because, on the one hand, the partner increases its content diversity and, on the other hand, you can also spread your articles on other websites.
Whether YouTube, Vimeo or Facebook – video platforms are more accessible than ever and well-made video productions create an authenticity that can hardly be achieved using the written word. Ideal to create a higher brand awareness but also usable for conversions.
Photos & infographics
Instagram and Pinterest can become real traffic monsters if they are used correctly. But the conversions from visitors to paying customers are not to be despised and are higher on both platforms than on Facebook! Photos and infographics are also perfect means for your own website to transport and loosen up content.
More tools for content marketing can be found in the following article:
Content marketing may be a buzzword and the approach is unfamiliar to many companies. However, the enormous potential for customer acquisition and retention should not go unused. But it is also important to know that if you want to be successful, you should pursue a targeted strategy but also show perseverance. An immediate ROI is rarely demonstrable. And success in SEO and other areas, such as traffic, also takes time. But then content marketing is a real weapon. Do not do without them!