What is content marketing?

20 October 2020

Effective content marketing can be incredibly beneficial to your overall marketing efforts, helping to increase conversions, enhance brand awareness, boost revenue, and position your business as an industry leader.

You don’t have to look far to see examples of this type of marketing in action. Scroll through your Instagram feed, search almost anything on Google, tune into a podcast, or read a blog, and you’ll almost certainly consume content that has been developed as part of a brand’s strategy.

But, with so much content out there and brands competing for their audience’s attention, your content needs to reach your audience in a way that feels natural. It needs to be perceived as inbound marketing, rather than outbound. And it needs to feel authentic, engaging, and tailored to the needs of your audience. Most importantly, it needs to be created and distributed as part of a carefully crafted strategy, designed to meet your specific marketing aims.

What is content marketing?

According to the Content Marketing Institute, content marketing is “a strategic marketing approach focussed on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action”

So, essentially, it’s about about planning, creating, sharing and publishing content.

Different types of content marketing

There are plenty of different types of content marketing that you can incorporate into your strategy, including:

Blog content

Blogs are an incredibly powerful type of inbound content. With endless topics to write about, they are a great way to create useful, impactful content that fits within your content marketing plan.

Whether you want to promote other pieces of internal or external content, include information about your products or services, educate your audience about a certain topic, or add a strong call to action, blog posts can be really effective. Just ensure they are well-written, offer value to your audience, and that they’re optimised for SEO. Get creative and get writing.

Video content

Video content is becoming an increasingly central part of any content marketing plan.

Not only does video content look great on your website and social platforms, but is it also incredibly engaging, shareable, and informative. And, from a strategy perspective, video content can help boost conversions, improve ROI, and help you build valuable relationships with your audience.

Social media content

There are an estimated 3.6 billion people using social media around the world, and this figure is set to increase. So it’s easy to see why social media marketing is so crucial for many businesses. There are countless opportunities to create effective, highly engaging content including photos, videos, graphics, lives, and stories.

Paid ad content

Paid ads can help you reach a wider audience, and ensure your content appears exactly where you want it to be seen. From social paid ads on social media, to landing pages, banners, and sponsored content, there are lots of different ways to incorporate paid content into your marketing strategy.

Podcast content

More and more of us are listening to podcasts. And, as their popularity continues to increase, businesses are realising the value of incorporating podcast content into their content marketing strategy.

Your podcast can be about any topic, and you can tailor your guests, subject matter, and length to your target audience and desired outcomes.

Infographic content

Infographics are an easy-to-digest and engaging to present content to your audience. They can also look pretty great, too! Used to convey data, content, and information, they use simple wording, short statements, and clear images. They are particularly useful if you’re trying to make educational or complex information accessible to your audience.

Content marketing can be incredibly effective for businesses across all industries. It can broaden your audience and increase conversions. However, for it to be effective, you need to develop a comprehensive content marketing strategy incorporating the right content and the right types of content for your audience.

Whether you think your content strategy could be working harder for you or you don’t have one in place yet (maybe you hadn’t even heard of one until you read this post!), we can help. Get in touch to find out more and look out for our future blog on how to develop a content marketing strategy.

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