Competition is fierce and brands are constantly competing to leave a lasting impression and stand out in the market. As internet users, we are bombarded daily with a variety of content that attempts to demonstrate authenticity and build trust with audiences and clients.
This is exactly what lies behind content marketing - a strategy that many companies have probably already heard of, but which they still often underestimate.
In this blog, we will talk about what content marketing actually is and why you should pay enough attention to it if you want your brand to gain a competitive advantage.
What is content marketing?
Content marketing is a marketing method that involves consistently creating quality content to attract, engage, and retain an audience relevant to your business.
It is a long-term strategy focused primarily on building stronger relationships with existing and potential customers, as well as a stronger online presence and market position. The ultimate goal, of course, is to expand your customer base and generate more profit.
As the name suggests, this method puts the focus on content , and when jordan phone number data most people think of it, videos and blogs probably come to mind first. However, content comes in many forms that contribute to the success of your content strategy in different ways.
Types of content marketing
Let's take a look at some of the most popular types of content for content marketing in the image below.
Visual representation of the most common types of content in content marketing.
As we've already emphasized, not every type of content is equally effective for all aspects of content marketing. Take a blog or infographics, for example. These are mostly informative content that is there to educate and expand your audience, position you as an expert in your field, and increase awareness of your brand.
If we compare these types of content to, say, a newsletter, it is clear that they come at different stages of the user's interaction with your brand, and therefore play different roles. Namely, when a user receives your email newsletter, it means that they have already had some kind of contact with your company before, or that you have "caught their eye".
So, in this case, brand awareness is there – now it's time to convert an intrigued user into a (potential) customer with quality content. After that comes the third phase, in which you create content that has the main goal of increasing the conversion rate of those potential customers (e.g. a sales page).
What is the importance of content marketing?
Content marketing is usually categorized under SEO optimization , since improving rankings on online search engines and increasing organic traffic to a website are some of the main outcomes of a good content marketing strategy.
However, it's important to keep in mind that quality content is actually the foundation of all marketing tactics. For example, social media marketing aims to engage and expand your audience, and that's practically impossible without good content.
Then, when you create a PPC campaign , you definitely think beyond the click. The content behind the paid ad should match the search intent, i.e. be useful and relevant to your target group/potential customers. Otherwise, you could leave a bad impression, taking one step forward and two steps back on the way to your goal.
Additionally, the content of the email in your email marketing campaign will determine whether a user will consider purchasing from you or not.
Remember that all digital marketing paths lead to your website, which is the online hub of your brand. If the content on it is not up to par in the eyes of users, there is very little chance of increasing brand interest, desired conversions, and customer retention and loyalty.