What is Content Marketing?

Content Marketing

Content marketing uses storytelling and information sharing to raise brand awareness. Ultimately, the goal is for the reader to take a step toward becoming a customer, such as requesting more information, signing up for an email list, or making a purchase. "Content" means resources like blog posts, white paper and e-books, digital videos, podcasts and much more. In general, it should be priced first and foremost to consumers, not just trying to advertise or sell the brand. Content marketing is about building a lasting, trusting relationship with your customers that can lead to many sales over time, not just one transaction.

Content marketing works in symbiosis with other types of digital marketing: it's a way to incorporate SEO search terms into new website content, and the content created can be divided into social media posts and email marketing publications. Looking at your content marketing analytics can say a lot about your customers: What are they looking for when they come to your site? What kind of content helps them stay on their site longer and look around? What kind of lose their interest and navigate away?

Unlike PPC-like approaches, content marketing is a long-term strategy. Over time, marketers create a library of content (text, videos, podcasts, etc.) that users will continue to bring to the site through search engines, according to Marketo, a marketing automation company. This content library helps promote your brand knowledge and enhances your profile as a resource for information. And, if users visit your site for information, ideally they will remember you as an authority when it comes time to purchase.

Content marketing is a great way for those who enjoy writing and / or producing video and audio. But like digital marketing in general, it also calls for strong strategic and analytical skills.

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