Content marketing is a strategic approach to marketing, focusing on creating and distributing valuable content to attract your target customers, and, ultimately, to drive profitable customer actions.
Like the name suggests, it encompasses a myriad of forms of content - from blogposts to e-books, to free templates, infographics and consumer research. Videos, podcasts, social media posts and Slideshares are also considered content marketing.
Great content helps to build rapport with potential customers. Valuable and engaging content keeps your target audience engaged, helps you understand your brand values, and keeps your brand top-of-mind.
According to ABG Essentials, content marketing provides conversion rates up to 6 times higher than other digital marketing methods. There is a caveat though - the one thing to remember is that there should always be a clear Call-to-Action (CTA) embedded within your blog so that you can guide your potential customers to the next stage of sales funnel.
By incorporating relevant keywords for your business/service within your content marketing, such as your blogs, you can make your website more relevant to search engines. Valuable content also leads to virality - and when other websites or channels share your content and link into your website, this also helps boost your rankings on search engines.
1. Understand your target audience
2. Brainstorm content ideas
3. Decide on your content formats
Here are some popular content marketing formats:
It’s particularly worth noting that ebooks are a popular lead generation tool, especially for SaaS and B2B startups. These usually require a significant investment in time and effort, but if these ebooks provide sufficient value to customers, it has inbuilt virality which helps SEO, builds rapport with customers by providing value as well as brand equity. The clincher is also the ability to request for customers' contact information as a pre-requisite to sending out your ebook.
4. Measure the performance of your content
There are numerous tools you can use to track and analyze the performance of your content.
Buzzsumo helps analyze which content of yours performs better on various social media platforms, whilst Google Analytics will give an overview of your metrics on your web-based content, such as blogs and toolkits.
Metrics to keep in mind are consumption metrics (the number of views, visits, downloads, shares, etc., as well as lead and sales metrics.
5. Creating a content calendar
A centralized content calendar is a shareable resource for each member of the team to plan, schedule, and organize your content across all your marketing channels. It provides:
6. Repurpose and reproduce more content
One of the biggest problems in content marketing is the churn of continuous production of relevant articles. Here are some tips you can use to power your content marketing engine over time.
Content marketing is an important component of every startup/company's marketing mix. Whether you are a B2C fashion company, or a B2B SaaS startup, your content marketing strategy is important as a complement to your paid marketing strategies.
Once you have crafted a stellar content marketing strategy, if you'd like a digital marketing specialist to help run, execute and plan for your SEO and/or paid ads strategy, Traktion.ai is here to help with our top network of pre-vetted digital marketing experts.
Find your marketer here.