CONTENT MARKETING

The Content Marketing Institute defines content marketing as: “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.”

Content, as used for digital marketing purposes, could encompass, among other formats:

  • Blog posts
  • White papers
  • Case studies
  • Videos
  • Webinars
  • Infographics
  • eBooks

Taken together, these content pieces can be used to support a number of marketing goals:

  • Educating your ideal customer on how your company can help them
  • Getting your brand in front of people who haven’t heard of you yet
  • Positioning your company as a thought leader in your industry
  • Building an email database through the deployment of gated lead magnet content pieces (such as downloadable eBooks or other resources)
  • Helping your organic SEO efforts by educating search engines on the products and/or services you sell.

Essentially, using content marketing gets you in front of new top-of-the-funnel audiences and continually engages them with new content as they move through your sales process to an eventual conversion.  Achieving these goals requires the creation and implementation of a defined content marketing plan.

Time to see results:

In general, content marketing can take up to six months to start driving results, depending on your goals.

When to use it:

Use content marketing when you have access to talented content creators in-house, or when it’s important to your brand to build up the perceived thought leadership that comes from releasing high-value content. ¬†Content marketing can also be used as a natural compliment to SEO, as publishing great content supports the search engines’ explicit goal of prioritizing useful results.

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