Content marketing is a form of marketing that is content driven. When I say ‘content’ I mean blog articles, social media posts, YouTube videos, guest articles and more.
A good content marketing strategy should look at your different target audiences, identify what their pain points are and create content around those topics. The content is then disseminated via social media channels, your blog, blogs on other websites, email marketing and basically any other digital channel that you have access to.
Why is Content Marketing Important?
Content marketing is become more and more important because as consumers are becoming more digitally savvy, their purchasing behaviour is changing dramatically.
Think about the last biggish item you purchased – I’m talking something like a television, a new pair of running shoes, wearable tech or even just a kitchen appliance. Now think about how much research you did before making a purchasing decision – did you visit a few different websites and read consumer reviews to narrow the many options down to a few? Did you then jump on the company website or a social media page and suss them out? And once you were ready to buy, did you shop around a few different online stores to find where you could get the best price?
Before digital, consumers only put this level of effort in when they were buying something REALLY big, like a new car, but because information is so readily available now, these types of research behaviour are becoming more and more common with smaller and smaller items.
Why is this relevant to content marketing? Because content marketing is basically about trying to answer the consumer’s questions about your product before they have even asked the question. More than just pushing your product’s selling points like price or quality, it is addressing the customer’s concerns in other – often unrelated – areas as well, like social or environmental sustainability, manufacturing processes, adaptability etc.
So in other words – users are looking for more detailed information when making purchasing decisions, and content marketing is about providing that more detailed information where they need it, when they need it. Oh, and it also helps your SEO 😉
What Does Content Marketing Involve?
A good content marketing strategy will have multiple goals and multiple channels through which it is trying to achieve those goals.
For example, you might be trying to increase brand and product awareness by using content marketing strategies like guest blogging and influencer marketing.
You may also want people to see the many different ways that your product can be used or problems that it can solve and you’re doing that with a User Generated Content (UGC) strategy as well as creating case studies and video testimonials.
Or maybe you want to be seen as an industry leader, so you’re publishing regular editorial-style blog articles about current topics as well as white papers and other information-filled resources.
Perhaps you are creating a series of video tutorials to show your customers how to correctly use your product, or using Facebook to tell your existing customers about new products and deals while using Instagram to let people know about your community programs and environmental sustainability initiatives.
Most likely, it is a combination of all of the above. Content Marketing basically is a catch-all term for building your online presence in a ‘soft sell’ manner.
How is Content Marketing Different from Digital Marketing?
I wouldn’t say that content marketing is different from digital marketing, but rather that it is a part of digital marketing, and therefore should form part of your digital strategy. A good digital strategy will encompass a bunch of different things including advertising, user experience and how customers engage with you online and more.
Do You Do Content Marketing?
We certainly do! Content marketing is actually what we specialise in at BeKonstructive Marketing. Our service involves everything from identifying your target audience groups and the messages that they need to receive through to creating different content streams (blogs, video, imagery, social posts). We use a number of different digital marketing platforms/services like blogging, SEO, email marketing and social media management to create one singular, wholistic and seamless online identity for your brand and products.
Can I Have Me Some of That Content Marketing Goodness?
You certainly can! Get in touch with BeKonstructive Marketing on 0413 844 190 to organise a free initial consultation to discuss how we can help you meet your digital goals.