Content marketing is not new, but it is a technique that is widely used today and is constantly being updated. Twelve years ago, Joe Pulizzi, creator of the Content Marketing Institute , defined it as:
a marketing technique of creating and distributing relevant and valuable content to attract, acquire and draw the attention of a well-defined target audience, with the aim of encouraging them to become future customers .
That has not changed, but the current scenario is far from that, given that digital marketing has left aside the idea of trying to convince the client by talking incessantly about its product and, instead, proposes a fresh and renewed strategy.
If you have a brand, whether it's a company or a small business, you surely know the importance of having an online presence. But you must have also noticed that setting up an online store and creating social media profiles is not enough. If you are interested in understanding how to create an effective and successful content strategy , you can't miss this post.
What is content marketing?
Content marketing is a digital marketing tool that involves planning, creating and publishing original and useful content in different formats through various web platforms, for consumption by your buyer persona.
Every company has (or should have) an ideal client or buyer persona. All strategies are aimed at them and that is why the brand must know all their characteristics perfectly. Content must be original and useful for this target audience, it must add value in order to increase the number of leads and, subsequently, nurture them.
In other words: content marketing is a way to improve the engagement of your buyer persona, increase the number of leads and convert them into customers.
Content Marketing Objectives
Returning to the previous definition, we can specify what the main objectives of content marketing are.
A strategy of this style fundamentally seeks to attract and engage your leads. A lead is a user who enters the brand's website and shares their data with the company through its landing page in exchange for valuable content, such as a free ebook. From that moment on, the company begins a relationship via email with that lead.
Unlike traditional marketing, content marketing - which is also an Inbound Marketing strategy - aims to engage the future customer, accompany them and give them importance. Gone are the days of techniques that chased the prospect to make a purchase. Now the goal is to approach them in a friendly manner, provide support and show them that the company is trustworthy. By assuming this commitment, you can improve your engagement .
Going back to the previous definition, to increase the number of leads and ultimately convert them into customers, you will have to offer them useful, relevant and, most importantly : 100% original content .
What type of content to create?
The information in each content can be presented in different formats and, in turn, published on different platforms. Below, we will see which are some of the most recommended formats and where they can be shared.
Ebook
Offering a free downloadable ebook is a very useful resource to increase your leads. Typically, companies develop a digital book with information related to their productive sector (whether goods or services) that provides value to their users.
It is important to clarify that the download can be free or paid. It is best to offer a free first delivery to attract a greater number of leads. If you do good nurturing , you will have time to offer paid products.
It is essential that the content of the ebook is original, that is, that it is not information copied from another brand, not only for the obvious issue of copyright, but also because you must provide the user with valuable content that they cannot find anywhere else.
Whenever you plan to generate content, do so with the conviction that you will do your best. If you create a product simply to fill a space, you have to know that you will not succeed in the task.
What do you gain from offering a free download product? Well, you get iraq telegram data eads. The ideal platform to offer an ebook is a website. The idea is that the user can download it only by filling out the form on your website's landing page. However, emailing is also a great option to offer your digital books. Just be careful to segment your audience correctly!
This way, you can obtain the user's email address, which from that moment on will be a lead that you can "educate," as the action of accompanying the lead in the purchasing process is called in digital marketing.
Infographic
According to Wikipedia 's definition , an infographic is "an informative visual representation or diagram of written text that in some way figuratively summarizes or explains something."
You have probably seen an infographic: it is a longer image than what we usually see on social media, which combines an image with informative or explanatory text.
In content marketing, we can use infographics to: