In this blog, The Digital Gaurav shares what actually is Content Marketing in very simple Words.
Content marketing is a marketing approach that involves developing and sharing relevant articles, videos, podcasts, and other media in order to attract, engage, and retain an audience. This strategy creates expertise, raises brand awareness, and keeps your company in the forefront of people’s minds when they need to buy what you sell.
What is content marketing?
Content marketing is the creation and distribution of relevant, valuable content to current and potential customers in the form of different content types such as blogs, newsletters, white papers, social media posts, emails, videos, and the like. When done correctly, this content communicates competence and demonstrates that a corporation cares about the individuals to whom it sells.
Consistent usage of content marketing builds and maintains relationships with potential and current customers. When your audience sees your firm as a partner who cares about their success and is a valued source of advice and direction, they’re more inclined to buy from you.
Why it’s important?
Content marketing is a tried-and-true marketing strategy. It also gives you a competitive advantage. Take a look at the following stats about content marketing:
Blogs generate 67 percent more leads than non-blogging businesses.
Before connecting with a sales representative, 47% of buyers look at 3 to 5 pieces of material.
Companies that use content marketing grow at a rate of around 30% faster than those who do not.
Seventy-two percent of business-to-business (B2B) marketers believe that content marketing improves engagement and leads generation.
How content marketing works
Content marketing may help your company generate leads, build a case for your product or service when someone is deciding what to buy, and close sales.
You’ll need to supply the correct content at each point of the sales cycle, from awareness to consideration to purchase, to make it work. Don’t worry if this sounds complicated: approaching content in this manner actually simplifies the process.
Here’s how organizations utilise content marketing to engage and sell at each stage of the sales cycle.
Awareness stage Stage
Your content should focus on your audience’s main issues throughout the first stage of the sales process. You have the best chance of engaging with them if you write about their problems, concerns, and questions. At the awareness stage, the content should be educational and how-to advice. Leave the selling until the stages of consideration and closing.
Examples:
In the spring, a restaurant produces a blog article about how to design a menu for a graduation party.
A bike touring firm produces a short film titled “3 Ways to Pick the Right Bike Trip.”
“Questions to Ask Before Hiring an Architect” is an e-book written by an architecture firm.
Consideration stage
Content in the deliberation stage should be a mix of useful information and marketing. It should inform the reader on what to look for in terms of features and functions, as well as how different features answer their needs. Of course, your content should be geared toward your company’s services.
Case studies, how-to articles, how-to videos, and checklists/worksheets are all good choices for this stage.
Examples:
A cloud-based phone system provider provides a checklist called “8 Ways to Improve Your Phone Customer Care” that outlines the capabilities and functionalities that enable exceptional customer service.
Case studies about “The Biggest Mistakes Most People Make When Hiring a Landscaper” are created by a landscaping company.
Case studies of successful events are featured on a catering company’s website, with topics like “How to Accommodate Food Allergies at Your Next Event” and “How to Ensure Your Caterer Uses Sustainable Practices.”
Closing stage
When a prospect is on the verge of making a purchase, content marketing is crucial. You can concentrate on sales at this point as long as you keep emphasizing why you’re the greatest option rather than just how good your services or products are.
Your expertise, knowledge, and the unique benefits of what you sell should be the focus of your messaging.
Case studies, user-generated content, a buyer’s guide, a product film, and a research report are all good choices for this stage.
Examples:
A consulting firm produces a research report demonstrating that organisations that engage in strategic planning, external assessments, and other services—all of which are shaped by the services it provides—grow faster.
To highlight its wide capabilities, a design firm publishes short videos displaying the variety of its work across various industries.
Patients are encouraged to leave testimonials about their orthodontist’s state-of-the-art technology and excellent service.
Articles, blog entries, e-books, videos, and newsletters are the best types of material for this stage.
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