What is Content Marketing?
Content marketing is an approach or strategy that uses the power of storytelling to draw in your chosen audience- to derive profit by turning them into customers. It’s a long-term strategy that needs valuable, stable, and relevant content to forge a long-term relationship between the marketer and their target audience. Sita analytics, keyword research, and targeted strategy also come into play in this.
Table of Content
- Why Is a Content Marketing Strategy Important?
- How Does Seo Fit in?
- B2C vs. B2B Content Marketing
- Benefits of Content Marketing
- How Content Marketing Relates to Traditional Marketing
- History of Content Marketing
- Examples Content Marketing
Why Content Marketing Strategy Important?
The critical part of content writing is storytelling, and it has gone through a lot of change throughout the years. People now pay more attention to online, and any successful content marketing campaign would have to include an online section.
Creating a content marketing strategy these days involves a lot more methods, mediums, and customizing options than ever before. Using all that, whatever your plan is, it should cater to the right people with the right problem that your product solves. That’s how you can be sure that your strategy is on the right track. Sounds daunting? That’s what BePassive Agency‘s content marketing services are for!
How Does SEO Fit In?
Some people treat SEO and content marketing as entirely separate entities and even oppositions. The truth is, these two are exceptionally similar and intertwined, if not the same. They’re each individually effective on their own but manifolds more powerful when combined.
Yes, there are some differences between them. SEO is the more technical out of the two. It’s an irreplaceable component of digital marketing and, in turn, of content marketing. Your content marketing strategies would be largely futile without SEO backing them up.
SEO is the instructions you follow to create content and market it. For example, SEO researches and utilizes keywords, and you make content based on it and then market it to your target audience. Without SEO, there would be no content.
So when you’re starting with content marketing, SEO is a good stepping stone.
B2C vs. B2B Content Marketing
No matter what industry, niche, or product you work with, the need for content marketing is ubiquitous. Whether it is a B2C (business to consumer) or a B2B (business to business), serious marketing efforts need to be expanded. However, there are distinct differences between the two types of marketing.
When it comes to B2C, the customer relationships are more transactional and instantaneous. You can’t expect the customer to spend a lot of time building relationships with you; they’re not interested in spending that much time. It would help if you convinced them within a short time that they need the product or service you’re providing and perform a call to action.
The branding efforts prioritize your message more, and you need to deliver your brand’s clear message in a way that creates loyal customers and motivates them to purchase. The decision-making process should also be simplified in this case. You simply make the road to purchase smooth, so you don’t lose customers. And since it’s usually a large-scale market, audience targeting in the case of B2C tends to follow the tunnel.
On the other hand, in the case of B2B, marketing aims to build customer relationships that are more personal and long-lived. Branding efforts in B2B marketing are more critical, and it is helped along with relationship building. The decision-making process in this kind of business marketing is more open and logic-based instead of emotional. As this kind of business usually operates in a niche, it’s essential to pinpoint the niche’s specific demographics and other factors to determine the target audience.
Benefits of Content Marketing
With a proper content marketing strategy, you don’t need to go frantically look for customers; your customer will come knocking. There are numerous benefits for the business that executes their marketing strategy properly, such as:
- Improve conversion rates
- Faster sales
- Reduced marketing and sales overhead
- Low barrier to market entry
- Stronger lead generation and qualification
- Measurable, actionable results
- Boost your SEO and traffic
- Higher search engine rankings
- Establish E (expertise) – A (authority) – T (Trust)
- Create brand awareness
- Email list building
Content marketing is what opens up conversation with your audience, and continued marketing efforts keep that conversation fresh and wanted. When done right, it attracts a definite audience to you who want their problem gone and can do that with your product or service.
When done right, your target audience welcomes your marketing message, and this leads to engagement and ultimately eases the way to relationship building.
How Content Marketing Relates to Traditional Marketing
Content is something that is used in both traditional marketing (also known as outbound marketing) and content marketing (inbound marketing). The easy way to paint the difference between these two is that one is forced, while the other is effortless.
Using various channels, traditional marketing forces their content into the view of their target audience. It is effective at reaching a large audience but requires quite a hefty budget, and for this reason, it’s most often used successfully by larger businesses. Examples include:
Once, these tactics were practical, but now they are considered disruptive, excessive, unprofitable, and are notorious for generating low-quality leads.
On the other hand, content marketing, also called inbound marketing, depends on content created and distributed across the internet. Instead of force-feeding this content to your target audience, you wait till they’re the ones who look for and stumble upon your content.
That isn’t the end of your work, however. From there, you need to keep nourishing your relationship with the individual, and you can eventually get your audience to perform your desired CTA. It would be correct to say that content marketing is a long-term strategy.
When it comes to exposure vs. cost, content marketing is generally the better choice. You can spend a significantly low amount and yet make sure your content is there on the internet for anyone who will stumble across it, and there’s usually no expiration date to that content.
That said, traditional marketing hasn’t yet become entirely redundant. They can still be integrated into one marketing strategy. Knowing more about the history of content marketing will give you more insight and ideas on how to accomplish this seamlessly.
According to the Content Marketing Institute, around 93% of B2B marketers are now using content marketing. Content marketing isn’t exactly a new idea. In fact, it has been around for over a century, in forms like framing magazines, cookbooks, and soap operas. The term “content marketing” is what’s new, being coined relatively recently.
History of Content Marketing
It can be argued that content marketing started way back in 1732, with Benjamin Franklin’s publication of Poor Richard’s Almanack. Many consider this the oldest example of content marketing that used entertaining and valuable content to promote Benjamin Franklin’s print house. Needless to say, it was so successful that we read about it even to this day.
Following this came the birth of the famous Micheline Stars, the clever audience targeting and introduction of the Jell-O Recipe book, and the sort of radio show we now call Soap Opera. With the introduction of new technology, brands that utilized this technology for marketing purposes thrived, while others suffered oblivion.
From around the 1940s to the 1970s, marketing was mainly monopolized by advertising. When TV gained popularity, businesses started utilizing this revolutionary new channel as well. Esso (known as Exxon today) took advantage of multiple marketing channels for content marketing. And then, computer and internet usage gave birth to what we now know as content marketing. The term was coined in 1996.
As content started gaining more and more popularity on the internet in the early 21st century, search engines had to come up with ranking algorithms to tackle the mind-blowingly vast amount of content. And that brings us to the present.
This brief look at the history of content marketing gives us several pointers. First, as long as there’s an advanced technology, you should try to use it for content marketing.
Second, always keep your audience in mind and aim at specific target groups. Lastly, don’t confine yourself to the norm. Break out of the box, try something new, take risks. The companies that have thrived for decades or even centuries didn’t survive so long by remaining stagnant in their marketing efforts.
Examples Content Marketing
Developing and launching a competitive content marketing plan requires more than just willpower and funds. If you’re sure that traditional advertising and marketing alone aren’t cutting it or isn’t a viable option, you might take up a content marketing strategy.
The future of marketing is creating content that is genuinely valuable to your prospects. When your content is worthwhile, your prospects will do the marketing for you by sharing it.
Content takes many forms. You might have an idea of what your content will look like, but it’s best not to confine it to only one form or channel. Various formats of content can be useful in this day and age, and here are some examples:
- Blog content
- Real-life case studies
- Fun and detailed infographics
- Explainer videos
- Webinars hosted on your website
- User-generated content