If you are looking to understand in detail what Content Marketing is, you found the right article. You are about to read a very detailed (or in other words "long") publication about content marketing that you might have to add to favourites to finish reading it later. However, I think the article talks about most aspects of content marketing that modern marketing professionals need to consider in addition to writing content optimized for the web.
That said, if you want more information we will also develop a plan to delve into the details of the following topics. On the other hand, do not hesitate to take a look at the topics of each section and let us know if you think you need more help with a specific one; We will take care of the rest.
What is content marketing?
Content marketing is the marketing strategy that focuses on creating, publishing and distributing content relevant to your target audience with the purpose of attracting new customers in a non-interruptive manner.
The most common components of the content marketing program are social networks, blogs, visual content and premium content material, such as tools, ebooks or webinars. The following hypothetical situations demonstrate how the process works.
You run an accounting firm that specializes in taxes, but this year the business is not going very well. Your purpose is to improve next year, so you decide to launch a blog on your website and publish articles on the most common tax problems your target client faces. You write some posts a week and, over time, these articles begin to rank on Google and other search engines.
When the season of filing taxes is approaching, people seek to answer their questions, find the articles in your blog and discover that you offer tax preparation services. There are those who will continue their preparation process but will take you into account for the following year, while others will give up, decide to get rid of the headache involved in making the tax return and will hire you because you are clearly more prepared to carry out this process.
You are the marketing director of an agency that specializes in design solutions for small businesses. However, you have difficulty attracting customers because it seems that maintaining a retention agreement with an agency is a challenge for a small business. Therefore, you decide to create some design tools that people can use to design their own creations. You do a keyword research and discover that 2000 people look for the phrase “infographic generator” every month, so you decide to create one that people can use for free the first time and then if they like the tool, they can create more infographics without additional expenses just by providing your name and email address.
You prepare a couple of sample infographics and share them on your social networks so that users see the potential of the tool. With the traffic generated by social networks and organic search, you begin to observe that hundreds of people use your generator per month. Some are fascinated by the tool and provide you with their name and email to continue using it. When you finally get your information you identify which people would be compatible with your company, you keep in touch with them and follow them up until they become customers.
Why do companies need a content marketing strategy?
It may seem like a lot of work, especially if you compare it with other marketing programs that offer immediate rewards, such as buying lists, pay per click (PPC) or marketing trade shows, where you get names and email addresses electronic in just a few moments. Content marketing is often used when companies discover that such programs are actually ineffective, too expensive, too expandable or all of the above. Let's use the example of the “infographic generator” to demonstrate what I mean.
Let's say your company uses PPC as one of the main means of generating sales opportunities. You need more sales opportunities, so you decide to place a bid of $ 2 per click for the term “infographic generator”. At the end of your monthly campaign, you discover that you generated 1000 sales opportunities and spent $ 10,000. Not bad! But what will happen next month? Must re $ 10,000 spend one and again if you want to continue getting sales opportunities. In other words: when you stop paying, the sales opportunities stop arriving at your company. The same concept applies to the purchase of lists, the marketing of trade fairs and any other program with which you generate sales opportunities through something that does not belong to you. Now let's compare that experience with blogging.
Let's say you write an article for your blog (write for us technology)about the infographic generator and include a link to the tool in the post for people to try. The conversion rate from visit to sales opportunity is the same in this publication and in your PPC campaign (2%), which means that if 100 people read your article during the first month, it would generate two sales opportunities. Ready! Over time, that publication you wrote years ago will continue to generate sales opportunities over and over again during each month. But that's not all, the other articles you write and publish on your blog will also have the same purpose.
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