Content marketing, a term that seems to have been invented in the recent decennia. More and more people are talking about it, getting into it, and people understand that it’s some sort of useful advertisement tactic. But what exactly is content marketing? What is it not? How can we use and benefit from content marketing? Read all about it in this original article by the seekbo team.
What is content marketing?
On our amazing word wide web you can find quite a handful of definitions, but most of them don’t make an awful lot of sense. Take this definition from 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.
We have our own operational definition that people could actually use to explain content marketing to, say, a friend or a family member.
Content marketing is a marketing strategy used to provide information to the customer and to help solve their problems. So you don’t promote a certain product, but instead provide valuable information that matches with the customers personal preferences and interests. In the long run we – the company or brand – will be viewed as favorable when the costumer is looking for a certain product or service.
In practice, content marketing formats can range from vlogs to articles to guides and even quizzes. Basically, any format trough which you can communicate information to the receiver, or ‘clearly-defined audience’, is a valuable format for content marketing. Recently more interactive formats are being preferred over the traditional communication formats. The main point is to build a connection and bond of trust with the customer so that he or she will behave in a profitable way.
What Are Common Misconceptions About Content Marketing?
The most common misconceptions about content marketing are about the way it is supposed to be successful. This whiteboard explains it perfectly:
Misconceptions of Content Marketing
People don’t share or talk about a piece that easily, so you have to be repetitive in your message until it sticks in people’s heads and they will automatically think of you first when they are looking for a certain type of product or service.
Another misconception mainly has to do with the audience that you select. A lot of ‘experts’ think that the broader the audience, the better. However, the opposite is true. Focusing on a clearly defined audience allows you to work out the best content marketing strategy and match in the best way with your intended customers.
The best way to reach an audience is by doing your research properly and making a good marketing plan accordingly. You will have to think about your unique selling points, about the message you want to deliver, about the profile of your audience, about the right communication formats to use, about the way to distribute your content and so on. There is actually a lot of information about these kind of question readily available on the internet, such as this infographic:
Content Marketing Strategy
If you have a good strategy, content marketing can be of great use for gaining audience. Look at the following numbers:
Content Marketers that use blogs actively have 13 times as much chance of a positive rate of return (ROI) – HubSpot
75% of the advertisers generate positive returns from content marketing – AdAge
78% of the marketing managers believe that original content will be the future of marketing – Demand Metric
These numbers are in heavy contrast with the success rate of more traditional sources of marketing such as online banners. Only 0.12% of the visitors seem to click through these banners. These days people actually have a thing called ‘banner blindness’, which causes them to forget which advertisements were displayed on a given website. 86% of the consumers seem to ‘struggle’ with this issue. I guess the numbers pretty much speak for themselves. If you want to make a difference in the wild world of advertisement, content marketing is the way to go.
The future of content marketing
The expectations, even the conservative ones, are that more and more companies are going to create content marketing. An exponential growth in the use of content marketing is expected, with a very steep increase in the following years. A right moment to think about the ways in which you could use content marketing is right now, before you’re too late and don’t stand out anymore. This prediction infographic sums it up pretty well:
The Change in Content Marketing
Don’t hesitate and be too late folks! Reach out to our team for help right here.