What is Content Marketing?
Content marketing is the creation and distribution of useful, relevant content to attract and engage your brand’s target audience. Often, it signifies expertise in a particular area and helps promote brand awareness. Consumers want to feel connected to a brand that aligns with their identity. By putting effort into producing content that serves a purpose to existing and potential customers, delivering valuable advice can develop and nurture relationships.
Content marketing can take the form of blog posts, videos, podcasts, infographics, emails, newsletters, magazines, courses, webinars, social media posts, templates, quizzes,
and more. The aim of the content should be useful and relevant and hopefully trigger consumers to buy, learn more or excited enough to support your brand and share it with others.
How does content marketing work?
To become familiar with a brand, product, or service, customers undergo the stages of awareness, consideration, and commitment. Each phase requires different types of targeted content that can attract and retain customers. Creating high-quality content that directly targets your intended audience is important because search engine algorithms are getting smarter ... and only the best content wins. AI digital marketing is disrupting this space considerably - but to savvy users also creating newer opportunities.
When you create a content marketing strategy for your brand, you need to consider your target audience and the touchpoints they use to discover and engage with you. With a successful content strategy, you can build a relationship with your target audience while positioning yourself as an expert in your field. Ideally, you can leverage the trust you develop with your audience through high-quality content that moves you closer to your overarching online business goals.
A potential customer may have just discovered you and may not be aware of your brand and what you have to offer at this phase. Providing content that illuminates and potentially alleviates their challenges, or elicits desire by forming an identity connection, can draw attention to your brand because it is useful and relevant.
E.G., Social media posts, emails, blog posts, videos
At this phase, the consumer has heard of the brand and may be in the process of choosing between different brands. This is a crucial time for brands to sway opinions one way or another, so it should incorporate an element of marketing. Not only should the content be useful, but nudge them into selecting your brand over others.
E.G., Articles, quizzes, guides
The consumer has committed to buying your product or service, so this is the time to seal the deal. They may already subscribe to your newsletter or emails, or follow you on social media, so it’s time to convince them you are the best choice out of all the competitors. After the purchase, customers might share these types of content
E.G., Newsletters, guides, research, social media posts