When you hear of “Content Marketing”, you think about Blog, Video, YouTube and you get the idea you should already know what it is.
But, content marketing is more than just blog posts and videos. It’s all about Storytelling. And humans have told stories for as long as they could speak.
We all love stories told by our grandma, stories written in books, and also the motivator who motivates us by telling stories.
So, now let’s look at what Content Marketing in brief in my content marketing guide.
- 1 What Is Content Marketing?
- 2 Types Of Content Marketing
- 3 History of Content Marketing
- 4 Why Content Marketing?
- 5 Content Marketing Strategy
- 6 Future Of Content Marketing
- 7 Conclusion
What Is Content Marketing?
The Content Marketing Institute, an online resource for information on all things content marketing related, defines content marketing as:
Content marketing is a marketing technique of creating and distributing valuable, relevant, and consistent content to attract and acquire a clearly defined audience – to drive profitable customer action.
From my vision it’s the best definition of Content Marketing.
It means that content marketing is a strategy that focuses on building a strong relationship with your target audience by giving them high-quality content that is very relevant and valuable for them.
The keyword here is “valuable“. You have to give value to your audience. The more value you give, the more trust you build with your audience.
In contrast to one-off advertising, content marketing shows that you actually care about your customers. A common way of doing this is by creating a narrative for your content — or telling a story. In doing so, your content will feel more authentic, engaging, and tailored to your audience.
Businesses use content marketing to nurture leads and enable sales by using site analytics, keyword research, and targeted strategy recommendations.
Today, more than ever before, people want to feel like you care about them. The world is louder and noisier than ever before, and attention is our most valuable resource.
Types Of Content Marketing
Well, now you know the definition and what it stands for Content Marketing. But, do you know in what ways you can do it? Maybe the answer is No!
Don’t worry Dear, I’m here just here for you.
There are many types of content marketing that you may choose to incorporate in your strategy, but remember that you have to give value to the audience. You can choose any type but give more value to your audience.
So, let’s dive in it.
There is four form of Content Marketing:
These are the four basic ways you can start your Content Marketing. I will give you examples of how to do Content Marketing in every form.
Here’s one list, for example, that Hubspot put together. It shows you just a few of the content marketing formats you can use.
So, let’s start with No. 1. It’s Written.
Blogs are a powerful type of inbound content and allow for a lot of creativity in terms of their purpose and topic. With a blog, you can do things like promote other internal and external content and blog articles via links, add social share buttons, and incorporate product information.
In a nutshell, blogging is where you, as a thought leader or topic-matter expert, write about relevant topics to your audience on a regular basis. Blogs can take all kinds of shapes and forms, and no two are exactly the same. Anyone can have one.
A blog should live on your website, usually as a subdomain or as another section of your website. From a technical standpoint, creating a blog is incredibly easy. Most website platforms have a built-in blog feature that you can simply enable.
For an example, I like to have blog called “[Out There Starts Here]” by Expedia.
They share travel-related information including hotel recommendations, great places to visit, and travel-related activities you can take part in around the globe.
It includes a wide range of topics related to any type of trip you could imagine. The blog is on-brand and all articles relate to the travel technology company’s goal and mission of gaining customers and boosting brand awareness.
It’s the best to start your Journey. Even when First I wanted to start my Online Journey, I started with Blogging. If you also want to check out my latest content on How You Can Start Your Blog.
There is also another way you can start your Written Content Marketing, but blogging is simple and easy, and much effective.
Second we have Audio.
Podcasting is the audio world of content marketing. There are more than 1,000,000 podcasts covering topics ranging from stock investment to parenting to eating hot wings while interviewing celebrities.
Michael Hyatt, author of the best-selling book Platform: Get Noticed in a Noisy World, practices what he preaches. His “This Is Your Life” podcast is downloaded 250,000 times each month. As Hyatt elaborates on his blog post 4 Reasons You Should Consider Launching Your Own Podcast, “A podcast gives you visibility in a completely different world—primarily iTunes. I have had scores of new people say they had never heard of me until they stumbled onto me in iTunes.” Hyatt gives valuable information and advice in his podcast–all for free. But that podcast leads to more sales of his books, signups for his courses, and requests for him as a speaker.
But the key difference here is that someone can listen to a podcast while doing pretty much anything, while a video or written content requires them to look at it. Anywhere someone could listen to music, they could listen to a podcast.
I like to give example of one of my favorite podcast called “Goal Digger” by Jeena Kutcher.
She talk everything about Branding, Social Media, Entrepreneur, and stuff like it.
It’s also one of the best ways to develop a relationship with your audience. If you think about it, they’re basically just listening to your conversations, to your voice, for hours and hours.
The podcast is my all-time favorite. When I was working on my sites, playing something, even in my boring time and anytime when I was busy, it’s easy for me to have some fun while doing some busy boring work.
So, if you’re going to start your Podcast, please leave a comment with yes, and also if you have started give me the link I will definitely listen to it.
Thirdly, we have video.
Ahh!… I know, the first thing that comes to your mind by reading Video is “YouTube”. Why not? It’s a popular source for every video creator and consumer.
Video marketing has been around since the first television. If a picture is worth a thousand words, video is worth thousands of pictures.
Video allows you to tell a story faster than any other medium. In an instant, with the right characters, setting, and mood, you can make someone feel exactly what you want them to feel.
It’s why movies are a 50-billion-dollar industry in America alone. It’s also the closest you can get to real contact with someone. Although podcasting is an incredible way to increase intimacy with your audience, nothing does it like video.
On YouTube alone, people are watching more than a billion hours of video every single day. The sheer size and power of that platform are unbelieveable.
For an example, Serial entrepreneur Gary Vaynerchuk is a master at this, blasting out highly engaging video content to his legion of fans every day on his YouTube vlog DailyVee, as well as on Instagram, Twitter and LinkedIn
In video content marketing people love Vlogging.
Vlogging comes directly from the word “blogging.” It’s the same idea, except instead of using words, you use video.
Vloggers will typically point the camera at themselves, either on their computer, on a tripod, or just by holding it selfie-style and talk about various topics related to their industry.
Rather than it, you can make whiteboard video, product or service review, or anything which works better for you and your brand.
Fourthly we have Images content marketing.
These are generally long, vertical graphics that include statistics, charts, graphs, and other information.
Infographics display content, information, and data in an easy-to-understand, graphic format. With a mix of simple wording, short statements, and clear images, infographics are a great way to effectively communicate your content. They work well if you’re trying to distill an educational and/ or complex topic down so all audience members can understand it.
IBM created an infographic when they launched their Cloud marketplace. Their infographic is on-brand, well-organized, and easy to read. It clearly explains what they’re doing with their Cloud marketplace and how customers can benefit from it. It also tells audience members how they can access the marketplace and get started using it.
If you are more interested in Graphics or Drawings or Artworld then this is the best way you can do Content Marketing.
Okay, now you understand all types of Content marketing and you also have great examples. So, present you want to start content marketing but what the strategy you can use?
But before we can jump in and see how you can create your own strategy, you should first understand a bit of content marketing’s history.
Where did it come from? Why has it lingered? And why is it so popular today?
We’ll turn to those questions next.
History of Content Marketing
How old would you guess that content marketing is?
Is it 50? 90? or 100?
The year is 1732, and a man by the name of Benjamin Franklin just published the first version of his annual Poor Richard’s Almanack.
He did it because he wanted to advertise the new printing business that he had created. He figured the best way to do this was to print his own Almanack and potentially encourage others to print there too.
According to Content Marketing Institute’s timeline, this is the very first occurrence of true content marketing.
That was almost 300 years ago.
Most of you, though, probably didn’t.
And that’s because content marketing feels like a modern development.
But, while the term is new, the practice isn’t.
For years, businesses and individuals alike have tried to attract attention by creating free or cheap content.
John Deere, the tractor company, did something similar to Franklin in 1895 when they produced a lifestyle magazine for farmers that they called “The Furrow.”
As you can see in the bottom left-hand corner, the magazine was complimentary.
Now, you might be able to argue that John Deere did this out of the kindness of their heart. Perhaps they simply wanted to help people and didn’t realize the effect that this publication would have on the business’s revenue.
More than likely, though, that wasn’t the case.
John Deere did this because they understood the heart of content marketing: what goes around comes around.
Or basically, if you produce free and helpful content for your target market, they will engage with you, spread your message, and probably even buy from you.
The formula for getting people to buy your products:
- Push on the person’s pain point.
- Agitate that pain.
- Solve their problem.
Why do businesses do this kind of content marketing, though?
After all, they aren’t outright selling their products. They are generating attention, sure. But does that really matter?
The short answer is yes. In today’s world, attention is as good as dollar bills.
However, that’s only true if it’s the right attention.
And content marketing often does a remarkable job of drawing the eyes of people who care about your product and are willing to buy it.
Why Content Marketing?
OK. Content marketing is popular. Lots of businesses use it, and they’ve used it for hundreds of years.
But is content marketing right for your business?
Perhaps more important than understanding what content marketing is, is understanding why content marketing is important to your business.
Content Marketing can boost factors like brand awareness, sales, reach, interactions, and loyalty. So, by keeping this insight there is some benefits of Content Marketing are:
- Educate your leads and prospects about the products and services you offer
- Boost conversions
- Build relationships between your customers and business that result in increased loyalty
- Show your audience how your products and services solve their challenges
- Create a sense of community around your brand
The core way content provides value to you as a business is through organic traffic. This is where people discover you on some kind of search platform, like Google, YouTube, or a podcast directory, and go visit your content.
It’s fundamentally different from other kinds of traffic for one critical reason — these people are looking for you. They are actively searching for information related to your business — that’s how they discovered you in the first place.
People are trying to create more and more content every year because great, mediocre, and terrible blog posts, videos, and infographics are increasingly cluttering the online environment.
You could use that clutter as an excuse to not create content for your business.
Or, you could take it as a sign that content marketing is well worth your time. You’ll just have to invest more energy into it to stand apart from the crowd.
Now, you have clear why you should do Content Marketing. Let’s talk about what you are waiting for. Content Marketing Strategy!
Content Marketing Strategy
Now that you’re convinced content marketing is a good idea, you need to create a strategy.
A content marketing strategy is a plan for building an audience by publishing, maintaining, and spreading frequent and consistent content that educates, entertains, or inspires to turn strangers into fans and fans into customers.
In other words, you’re building relationships and solving problems.
No two content marketing strategies are the same – at least they shouldn’t be. At a high level, “blogging” is a strategy, as is “video marketing.” But digging deeper into the tactics, timelines, and targets of those strategies reveals that there is a lot of variability and subtleties in play.
To develop a content marketing strategy that’s uniquely designed for your brand, its goals, and its capabilities, here are some starting points and simple examples:
1. Identify short- and long-term business goals.
Here are some goal examples:
- Improve brand awareness
- Boost revenue
- Increase conversions
- Improve brand loyalty
- Increase customer engagement
- Build rapport and trust among prospects and customers
- Attract strategic partners
2. Determine your KPIs.
Next, set key performance indicators (KPIs) for your SMART goals. KPIs are quantifiable data points you can use to measure your actual performance against your goal.
3. Decide on the type of content.
Next, choose the type of content you’ll create. To do this, start by thinking about your target audience and buyer personas.
Answer the following questions about your target audience to help you narrow down the right types of content for them:
- What do they need from you?
- What challenges are they looking to overcome?
- Why do they need your product or service?
- How can you help them succeed?
- Where do they spend their time?
4. Choose your content channels.
Are they active on specific social media platforms or are they relying on email or search engines to gather information?
Once you’ve decided on the type of content you’ll market with, it’s time to choose your specific content channels. Where will you share your content? Where will it live and be shared from?
For some of the content types, the channel you need to work with will be obvious. For example, if you’re creating Facebook content, your channel will be the social platform itself.
5. Set a budget.
Now, set your budget. Think about the type of content you’re creating and which channels you’re marketing that content on.
Then, ask yourself the following questions to determine your budget:
- Do you need to purchase any software or technology to create the content (such as graphic design software like Adobe Photoshop, a subscription to Canva, a camera to take high-quality photos and videos)?
- Is there a need to hire any content marketers or designers (such as artists, writers, editors, designers)?
- Do you need to pay for ad space?
- Do you need access to specific tools or resources to enhance or measure your specific type of content?
6. Create and distribute
Create and distribute your content so your audience members can consume it — and possibly convert. To ensure you’re consistently producing content and sharing it among your prospects and customers, use a social media calendar or make the schedule for it. This will help your team stay on top of all of the content being created as well as allow you to schedule it ahead of time.
To properly attribute success and identify dropoff, create clickable CTAs that lead to dedicated landing pages – and track those clicks, links, and actions with code and integration into your analytics dashboard.
7. Analyze and measure results.
Lastly, analyze and measure your results so you can make any necessary changes to enhance your content marketing efforts and reach more audience members.
Look at your goals and KPIs to determine the success of your content marketing strategy. Did you achieve your goals and KPIs? Were you close to reaching them, or were you off in your estimations?
Here I have one gift for you. I have the funnel of Content Marketing by Neil Patel.
So, now you have done everything.
Are you still confused? Here you can go!
Now, you have started. You make some money out of it but what’s in the Future? What’s the future of Content Marketing?
Future Of Content Marketing
“Content is King” I’m sure you heard it many times. As it’s true also.
It’s never the easy to say Future of anything, because what’s happen tomorrow was not known by anyone.
Still the Content Marketing are must saying that the Content Marketing will become the main tactics for any business in future.
Their is one full article on the future of Content Marketing by Neil Patel. You can check it to get more in-depth detail in future of Content Marketing.
That was lots of examples. And these are only the tip of the iceberg. I hope they give you a good idea of what it takes to be a good content marketer.
What’s more, I really hope that you see that it doesn’t take a huge marketing budget. Today, anyone can use content marketing to their advantage.
The world gets noisier each day. Before long, we will all have to utilize content marketing if we want to remain successful.
I hope you enjoyed the article. I have the same article on SEO, you can use that article to give some bump to your content. Because it’s obvious SEO is a factor that affects Content most.
So what’s your story? Are you using content marketing already?
If you have any other great examples I’ve missed, please tell me about them in the comments. Feel free to share my article with everyone.
If you still have queries and questions feel free to put them in comments.