What is Content Marketing, and Why it is so important ?
What are content marketing strategy?
Have you not encountered question like this ?
In most cases of my interaction, I discovered the answer to be “Yes”. There is huge demand of content marketing, and this is going to increase in coming days.
“Content marketing” is one of the most talked about buzz in current days. Lets start with “What is content marketing.”
“Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, engage a clearly defined and understood target audience with the objective of driving profitable customer reaction”
As per Wikipedia
Content marketing is any marketing that involves the creation and sharing of media and publishing content in order to acquire and retain customers. This information can be presented in a variety of formats, including news, video, white papers, e-books,info-graphics, case studies, how-to guides, question and answer articles, photos etc.
Content marketing originated back in the year 1891, when August Oetker sold small packages of baking powder to households, with recipes printed on the back. While few are of the opinion that is originated back in 1895 by John Deere customer magazine.
August Oetker recipes was printed to sold the baking powder. Later on he went to publish his cookbook, which was very successful. It went through many reprints and revisions in last hundred+ years. Now the book has globally reached 19 million readers. All recipes mentioned in the book originate from the test kitchen of the company. The book was clearly written as text-book that would teach cooking from scratch. ( Content marketing info-graphics courtesy coschedule.com)
This is how as per records the content marketing concept originated. It is then taken forward differently by different people and thinkers.
The phrase content marketing was used in the year 1996 by john F Oppedahl. In the year 1999 author Jeff canon wrote, “In content marketing content is created to provide consumer with information they seek”
In India, one of the best related example can be taken out of Baba Ramdev, who delivers content in the form of yoga and is marketing his products, He market every product using his content.
I presume now, that you must have got, What is Content Marketing, and the power of content marketing. Once we understood content marketing, let’s devolve further and take a look on content marketing strategy and why is content marketing so important and how it help the marketers.
Why is content marketing so important
Content Marketing is a cost-effective way than traditional marketing. It can be used by the marketer without deep pockets. To be able to successfully use content marketing, A well formulated content marketing strategy is to be adopted. You need to take care of lot of different modes and mediums to be effective.
As per the survey, Content marketing is 62 % less expensive than traditional marketing.
Majority of people feel positive after reading good content about their brands.
Interesting content is one of the main reason people follow brands .
More than 80% of people ignore TV ads and more than 40% people ignore direct mail.
In traditional marketing, there is very less time gap between the real advertisement and its utilization. That where Online content marketing are making their way in the marketing world.
Now let us dwell down on the question ,What are the different ways of content marketing. Let us take a look on different activities which some examples. The different Activity for content marketing or the content marketing tool is as follows :
Blogging is one of the most important part of Online Content marketing, although establishing a blog takes time, but if done patiently, this is the most effective way. Take example of any brand, every single one had started their blog to spread through. Is your Company have started one ?
To reach out to your customer and improve your overall conversion rate, E mail marketing is an effective and affordable contents marketing tool to use.
In all the tools available to reach to the customers, Email marketing is in fact the most cost-effective way to convert. You can use Awber or mailchip for Email marketing.
You can choose social media depending on your requirement and product like Facebook and twitter works well for most brand whereas , Pinterest / Instagram works effective for consumer and lifestyle brands. Putting all these together combine to make or break a brand. A very well planned activity will do wonders to the WOM. One may wonder ,How to use social media network to add an effective result.
An effective strategy would be to have 4 Facebook updates and two other updates on other social platform each day apart from liking ,following and commenting on these platforms. You must understand that you need to create engagement and visibility.
You can deliver value through your app, you can add, send and control the way how user views you. This is one of the most talked about ways of content marketing in current trend.
This is something which is very specific about personal identity, guest blogging can turn out to be very effective, when you want to create your personal identity. You must do Guest blogging on popular platform and Blog to reach and attract the attention in short span of time.
This is again growing in leaps and bound. In content marketing, “how to video”, “where to..”, “10 best options..” , “The best method…”, “Most important method…” type of videos really does the trick to be popular.
In content marketing, video must have some content ,which is useful to the user and with such hearings it goes viral, and ensures that the target goal of branding maximizes. The message that you are wanting to pass through your video must be as short as possible. May be of a minute or two, this time frame will be sufficient enough to convey your message. You can use YouTube , Vimeo , Wistia and Vidyard.
Turning to be one of the most effective way for content marketing, this option tries to interact and engage with customers and once you interact, you can motivate them for sharing the e-mail id, and then you can promote whatever you want to promote. Read more on how to use Quiz Contest. You can create Quiz using these tool : BuzzFeed , Qzzr or Playbuzz
As said “Image is equal to thousand words”. Image is being used effectively in content marketing, an image with proper text, and are shared in social media like Facebook and twitter. You can read more fact on Content marketing through images.
World most important way to promote your product, Your case study must solve any specific issue or give detail about any topic. take an example of Prakash Chopra an Indian entrepreneur, who is also a founder of Visual Website optimizer https://vwo.com. They used case studies to promote product.
Case study should be a very specific, It must follow a pattern like Outlining the problem, resolutions and outcome that gives an impact on the reader. You can read more on case study and also find a template on case study creation.
A Common way to promote your content is by finding the common Questions about your product, and solving it.
FAQ page is a good tool to promote your content, you can find the common questions asked related to your product and later you can create a comprehensive FAQ page.
You can also take an example of pubble.io which helps to pull the Question and Answer from different conversation to feed FAQ page. FAQ page can be also used to solve any question and then raise interest and subsequently promote your product on that basis.
#Create a book or series post
A series post would be a keep stapled idea. You can create series post and make sure that the curiosity is maintained and reader comes back to your next post. You can club your series post in a book and can have a take away for you reader in due course of time.
Podcast is more like an audio blog, Where you can your collection of Audio post. Reader can download and listen at their comfort. Podcast has taken a big leap in last couple of year. You can start your experience from Six pixels of separation Podcast or Pro-blogger podcast on How to make money.
You can host Webinar to directly interact with customer, While Podcast is one way Audio Webinar is two-way multimedia conference using latest technology. You can use Gotomeeting, Anywheremeeting or Online meeting by IBM to conduct a Webinar.
You can offer a premium giveaway to the reader, but mind you these will be effective once you are having a trust in the readers mind. Notamodel.tv/giveaway tried this and got more than 17000 subscriber in 45 days.
You can publicize your content by speaking different conferences
Make slide-share presentations also help you increase your content marketing efforts there’s a pretty straightforward presentations which are very valuable used by many. You can share your slides at slideshare.com and such other platforms.
You can use the press release for Newsworthy items.
Useful articles to give away is also a friendly marketing , visiting card with awesome images and your logo branding can also go a long way in content marketing.
You can try Direct mails, although an offline mode of marketing but a very important tool.
Develop micro-sites, they are independent promotional channel and cover a specific event or product in detail which is not covered in the same extent on the main site.
You can see the infographics which summaries the topic. Feel free to ask or suggest point related to the article. You can Subscribe to get a detail template on Budgeting a Content marketing Campaign.
Recommended Book to study. Take Care and Happy Content Marketing.