What is Content Marketing?
Posted: Sun Dec 22, 2024 6:42 am
According to Joe Pulizzi, one of the fathers of content marketing, it is the “marketing technique through which persuasive and valuable content is created and distributed to attract, obtain and retain a clearly defined target, with the aim of converting them into future clients ”. But although it sounds like overwhelming logic, this definition covers an infinite number of techniques, strategies... Let's see them.
Table of contents
The Principles of Content Marketing
The conversion funnel in Content Marketing
Information vs. Entertainment
Content vs. Content Marketing
Why use Content Marketing
Your customer is not interested in you, your products or your services. Customers are interested in themselves, their needs and their shortcomings. The key to content marketing is to produce interesting and relevant information that will engage your customer and get them to pay attention to you.
"Start looking beyond your business goals and start putting yourself in your customer's shoes."
We are constantly exposed to information of all kinds, and the Internet gives us the possibility of becoming experts in almost any subject, so we are also becoming more and more demanding. Using content to break through the 'noise' of conventional advertisements is a good strategy, but we must provide 'something more': value, usefulness...
It's about communicating with your audience without falling into the mexico phone number search temptation of trying to sell them your product, otherwise you will lose credibility.
'Paying lip service' (success stories, testimonials from satisfied customers, etc.) only works in the final phase of the funnel, the purchase phase. But what about the majority of users who have not yet reached that point?
Content Marketing and the Conversion Funnel
We need to consider all the stages of the conversion funnel to build a successful content marketing strategy . To motivate a potential customer to move through the different stages, you need to have content specifically designed to meet their needs at each stage.
Awareness : Users need to be aware from the start that the problem exists and that your company can fix it. They need content that educates them.
Consideration: Users who move past the awareness phase should now evaluate the various options available to them, including those of your competitors. The customer needs information that will simplify this analysis task.
Conversion: those who make it to this stage are at the 'moment of truth', the moment of purchase. They need success stories, testimonials... to encourage this.
A blog is perfect for the awareness phase, but don't think that it will solve the rest of the funnel. Content marketing is not based solely on written content pieces. There are endless possibilities for content creation.
Table of contents
The Principles of Content Marketing
The conversion funnel in Content Marketing
Information vs. Entertainment
Content vs. Content Marketing
Why use Content Marketing
Your customer is not interested in you, your products or your services. Customers are interested in themselves, their needs and their shortcomings. The key to content marketing is to produce interesting and relevant information that will engage your customer and get them to pay attention to you.
"Start looking beyond your business goals and start putting yourself in your customer's shoes."
We are constantly exposed to information of all kinds, and the Internet gives us the possibility of becoming experts in almost any subject, so we are also becoming more and more demanding. Using content to break through the 'noise' of conventional advertisements is a good strategy, but we must provide 'something more': value, usefulness...
It's about communicating with your audience without falling into the mexico phone number search temptation of trying to sell them your product, otherwise you will lose credibility.
'Paying lip service' (success stories, testimonials from satisfied customers, etc.) only works in the final phase of the funnel, the purchase phase. But what about the majority of users who have not yet reached that point?
Content Marketing and the Conversion Funnel
We need to consider all the stages of the conversion funnel to build a successful content marketing strategy . To motivate a potential customer to move through the different stages, you need to have content specifically designed to meet their needs at each stage.
Awareness : Users need to be aware from the start that the problem exists and that your company can fix it. They need content that educates them.
Consideration: Users who move past the awareness phase should now evaluate the various options available to them, including those of your competitors. The customer needs information that will simplify this analysis task.
Conversion: those who make it to this stage are at the 'moment of truth', the moment of purchase. They need success stories, testimonials... to encourage this.
A blog is perfect for the awareness phase, but don't think that it will solve the rest of the funnel. Content marketing is not based solely on written content pieces. There are endless possibilities for content creation.