CONTENT MARKETING

CONTENT MARKETING - A COMPLETE GUIDE

Content marketing is an umbrella term covering a set of strategies, techniques and tactics to fulfil business and customer goals by using the most relevant content to serve, attract, convert, retain and engage customers in a trustworthy and valuable way.

It is used across the customer journey and customer life cycle but doesn’t start nor end with the customer in the strict sense. Internal customers are crucial in an integrated approach as well. Content marketing further serves several business functions in a consistent, integrated and continuous way. It looks at the customer from a connected and customer-centric perspective and takes into account the content requirements of anyone serving and engaging prospects and customers.

It is based on Brand Purpose and What Customers want.

There are 3 most essential components of Content Marketing:

>It is relevant to a target audience:

To build and reinforce loyal, trusting relationships between your business and potential buyers, your content marketing efforts need to communicate with them on their own terms and appeal to them based on their interests – not just the perspectives and priorities your business wants to further.

>It provides them with tangible value:

Content marketing is most likely to succeed when it serves a specific and largely unmet need, like delivering critical information buyers are likely searching for, providing a tool or technique to make their lives easier, or guiding them through the steps of a complicated process they might have difficulty navigating.

>It is consistent:

Even if you luckily find viral success with a single content effort, those gains can only be sustained over the long term if your content efforts remain consistent – meaning they are produced on an ongoing basis, delivered on a reliable schedule, and always aligned with the standards of quality, value, and purpose your audience expects.

The 8 Main Different Types Of Content Marketing and How To Use Them:

1. BLOGGING:

You know we had to talk about blog posts first. For many brands, blog posts make up the central part of their content marketing strategy. There’s a good reason for this: blog posts typically don’t take too long to write, they’re easily found by Google, users are happy to read and share them, and it’s a quick way to offer value at a relatively low cost.

Blogging is the most accessible type of content marketing, this is also the type of content that has the most potential traps brands fall into.

The most common mistakes you need to avoid are:

> Not posting regularly

>Not optimizing your blog for leads and sales

>Not linking to your own contents

>Ignoring Keywords

2. LONGFORM CONTENT:

Long-form content that is free and available online is a fantastic way to build thought leadership and increase subscribers. All you have to do is say “Subscribe so we’ll let you know when the next chapter of our guide comes out!”

Ultimate Guides are one of the best types of long-form content that you can create. Many businesses, like AdEspresso, have them separated from the regular blog.

This content won’t just be 1,000 words; it might be 5,000-15,000 words. There will be several chapters, each on their own URL page. Because of this, they offer immense value. Users don’t have to go anywhere else for information on a subject, because you have literally covered it all. These guides are also free and available online, making them accessible

Remember to break guides down into comprehensible sections, and promote them heavily

3. CASE STUDIES:

Case studies are in-depth examinations covering a specific scenario or example, which should provide both knowledge and actionable information. They’re fantastic for several reasons: they allow you to establish thought leadership, are unique, and are highly shareable—because this is your data, someone else can’t just spontaneously have the same idea (cough, cough).

Case studies are most effective when following a pretty straightforward model: write a summary of the study, explain the problem or hypothesis you were evaluating, explain your solution, and then go over the results and why they matter.

4. WHITE PAPERS:

White papers are information-dense content that can offer solutions and data on a particular subject. The focus here is all on the details. They’re exceptional when you want to build thought leadership and respect within the industry, and can make great lead magnets.

Because they’re so packed with information, white papers do take longer to write (and are typically more expensive than other types of content if you’re hiring someone else to write them). They should start with a summary or introduction, and be organized into distinct sections. If the white paper is more than a few pages long– and many will be– there should be a table of contents.

White papers should always focus on a specific problem (like needing more social shares) and offer a solution (like use more hashtags, schedule publishing at certain times, and use UGC). In many cases, you’re advocating that this solution or position is the best way to go. They’re extremely valuable when it comes to selling your business’s products or services.

5. EBooks:

Ebooks seem a little daunting the first time you write them, but they’re great lead magnets and—if evergreen—can stay great lead magnets forever. While they do take more time and money to make, you can outsource the process to a freelance writer who has experience with writing them.

Ebooks can be five pages long or thirty pages long, but they must offer value. A lot of ebooks I’ve read spend so much time talking about why the business advertising it is so great that they don’t actually offer real solutions. This won’t convince users to convert later on. While you can offer your product as a solution to a problem, that shouldn’t be more than 10% of the ebook (and really, 5% is typically plenty).

6. INFOGRAPHICS:

Infographics allow you to pack a ton of information into one image in a way that is visually interesting and easily digestible.

Infographics are great for getting more shares (and can go viral). And, because the backlink to your infographic is embedded within it, anyone who shares it properly will give you the valuable backlinks we all need for our content marketing.

There are plenty of different types of infographics you can choose from, but a few things should always be consistent. You should keep the designs simple and clean, so users don’t get overwhelmed. Like the checklists, use plenty of white space. Organize content into distinct sections, if necessary, and use the title to concisely explain what the infographic is.

7. TEMPLATE & CHECKLIST DOWNLOADS:

Template and Checklist downloads make exceptional lead magnets. They’re actionable; they’re a great resource that users will utilize repeatedly, and they don’t take a lot of time or money to make. Offer them in exchange for an email subscription sign-up, promote them at the end of your blogs and videos, and you’ll be golden.

Templates and checklists should have a clean organization, have a concise copy, and include your branding somewhere on it. Lots of whitespaces is a must.

8. VIDEO CONTENT:

The biggest trend in Content Marketing right now is video content. The type of content provides more information in less time. Everyone loves watching videos for getting any type of information at all.

45% of people watch more than an hour of Facebook or YouTube videos a week.- Wordstream

More specifically, however, content marketing refers to the act of sharing knowledge, advice, or entertainment in a consumable format that may include:

Blog articles

Videos

Podcasts

Social media marketing

Emails

Webinars

Infographics

Cartoons

Quizzes

Generators/Calculators

Assessments

Apps

Final Thoughts:

Blogging can make up the cornerstone of your content marketing strategy (I actually recommend this), but it shouldn’t be the only type of content you’re utilizing to increase traffic, generate leads, and drive sales. A diverse content marketing strategy will always be best, helping you to get the long-term, sustainable, and significant results out of your campaigns. Content marketing is a big time and sometimes financial investment, after all—you want to make sure you’re getting your money’s worth.