If you thought content marketing was just blogging, you may need a refresher course. While, yes, blogs are often involved in content marketing, it’s so much more, and that’s why it’s so important you are using it appropriately for your brand.
First, let’s look at the definition of content marketing, as defined by the Content Marketing Institute: “Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”
Now, let’s break it down.
Strategic Marketing Approach
The key word here is “strategy.” This implies you are not blogging for the sake of your presence on the internet. Yes, you want to be found on the net, but you really want to be found in the proper venue. This means, your information is present at the right time and place for your audience to see it. And, oh yes, you want to make sure you are saying exactly what needs to be said. Which brings us to…
Creating and Distributing Valuable, Relevant, and Consistent Content
There’s a lot in that phrase. First, your content piece needs to be created. Don’t fudge it, using words just to sound smart. Talkto your audience. Phrase it in a way they will relate to. Your piece should be valuable – information your customers are asking you, hits that come up when you search your topic, etc. When your potential customers go looking, they should find you. Relevancy and consistency go hand in hand. To be relevant, however, is to be important at the time, and to be consistent means you do waver. If you are passionate about your area of expertise, neither of these will be a problem. Just be sure to constantly be researching what’s out there to make sure what you offer is accurate.
Effective distribution of your content means you are posting your content where your audience with be looking. They may not even be looking. As long as you happen to be where they are, you may pique their interest. For this reason, it is important to know where to find your audience.
Attracting and Retaining
Boiling down the entire definition to its core, you would come up with these two words. The whole point of doing any marketing at all is to give your message to these two groups – those who don’t know about your brand, and those who may have forgotten about it. Hence, attracting new customers, and retaining the former ones. Don’t worry about winning over the doubters or those who tried and didn’t like. You have a better chance reach those people who are already interested. And to do that, you need to have a…
Clearly Defined Audience
Do you know who you are trying to reach? An even better question: Are they the ones receiving your message? A novice will say they’ve created a product that is useful for everyone. But after doing the proper research, a true marketer will know what demographics are most interested in their brand. You won’t be trying to market trendy new clothes to senior citizens on a fixed income, or denture cream to teenagers. It’s also important to note where this audience spends their time on the internet. That’s where YOU should be as well.
Drive Profitable Customer Action
That’s just fancy talk for “make the sale.” However, sometimes this profitable customer action is more than that. You want your customers to spread the word. Making a good impression on your audience can help to get your customers to leave positive reviews after they purchase. Or, if your product is not something they need, they probably know someone who does need it. The content you put out is the perfect way for that person to tag others. So easy for them to do, while your message is getting more hits.
Chances are you already know that you should be content marketing. But do you have the tools to do it right? Reaching the right audience at the right time and place with the right information makes all the difference. If you want a hand getting to those avenues, get in touch with us here at Little Red Writing.