The ABCs of Content Marketing: The Magic Behind The Screen

If you've ever wondered what content marketing is all about, you've come to the right place. If you're watching a video, reading a blog post, or scrolling through social media and learning something new, guess what? That’s content marketing in action!

What is Content Marketing?

Content marketing is not just a buzzword; it's a strategy used by businesses to attract, engage, and retain an audience by creating and sharing valuable content. It includes everything from blog posts, videos, social media updates, podcasts, and more. This type of marketing aims to provide valuable information to consumers, leading them naturally towards making a purchase or engaging with a brand.

Why Content Marketing?

Inbound vs Outbound Marketing

Back in the day, brands relied on what we call "outbound marketing," which involved interruptive tactics like TV commercials or print advertisements. However, these methods are often seen as disruptive and are increasingly less effective due to technological advancements like ad blockers. Enter inbound marketing, where businesses create something so useful or entertaining that people seek it out themselves. Content marketing is an essential component of inbound marketing. It's there when you want it, invisible when you don’t, and offers a seamless customer experience.

The Power of "Maybe"

Content marketing isn't a guaranteed sale, but it opens up a world of "maybes."

For instance, you watch a video about content marketing and you might download the accompanying free workbook. That workbook might lead you to try a free software tool, and so on.

These "maybes" offer valuable touchpoints for brands to engage with potential customers, nurturing them until they’re ready to make a purchase.

How Do Brands Do It?

Blogs

For example, Bark, a pet supply company, has a blog called BarcPos that covers topics like doggy health and travel. The content is precisely what dog lovers would search for, making it a perfect inbound marketing strategy for their audience.

Social Media

In social media marketing, General Electric invites Instagram photographers to capture the essence of their mammoth machines, sharing the photos on Instagram. This provides value to their audience without disrupting the regular scrolling experience.

Apps

Take Nike’s Training Club app, which offers daily fitness routines, nutrition tips, and more. The app demands frequent usage for effectiveness, reinforcing brand interaction on a daily basis.

Challenges and Considerations

Consistency is Key

One of the most often abandoned forms of content marketing is podcasting. If you're venturing into content marketing, make sure you have the resources to maintain it. Inconsistent posting can cause potential customers to lose interest.

Setting Goals

Before you start with content marketing, it's essential to set clear goals and KPIs. Ask yourself, are you looking to improve brand awareness, or are you looking to increase customer loyalty? Different goals will require different types of content and channels.

Monitoring and Analytics

Once your content is out there, it's crucial to analyze its performance. Regularly checking your stats will help you understand what's working and what needs adjustment.

Conclusion

Content marketing is not just about making sales; it's about building relationships. By providing valuable content, you’re inviting your audience to engage with your brand in a meaningful way, making them more likely to convert into loyal customers over time.

Happy content creating! Catch you next time!