It aims to inform, to motivate readers rather than overtly sell.
What does it involve? Why is content marketing important?
This blog looks at what this tool is and what it offers…
What is content marketing?
In essence, content marketing is a marketing activity which creates and shares free information to engage with target customers. Blogging, ‘how to’ guides, social media posts, e-books, webinars… all are popular formats for content marketing.
In reality, it’s always been at the heart of marketing. The explosion of internet activity – especially blogging and social media – has seen it become extremely current. The UK content marketing industry is worth over £900 million.
The Content Marketing Institute offers deeper definition:
“Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action."
As with any marketing activity, it’s the planning and preparation that’s key rather than simply writing and posting content.
Best of all, it works.
Content marketing - why bother?
There are three distinct advantages involved which are relevant to every business, large and small:
• Credibility – demonstrating your knowledge, experience and passion for your business sector gains huge credibility. Be warned – this is quickly undone if always linked to sales messages. Compelling content will motivate readers and assist the buying process on its own.
• Connections – tapping into the interests of your target customers will ‘connect’ with new contacts and reinforce existing relationships. Your content should always be interesting and relevant, then people will want to read – and share – it. The ultimate aim of any content marketing is to engage with readers.
• Cost – content marketing can be very, very cost effective. Many businesses (62%) outsource content creation to save time. It’s that old chestnut of whether you do it yourself, or involve others so that you can concentrate on what you do best within your business. The main point is that this choice is available to all. Content marketing doesn’t have to cost a penny.
Convinced that content marketing is a good idea? Great!
Read our blog to see how to create a practical content marketing strategy – and make it happen.
If you want to know more or would like a hand with developing your content, let us know.
You’ll be amazed at how many great ideas can come out of a brainstorming discussion!