There has been a lot of talk about content marketing recently with traditional marketing fading out, thanks to all the forward-thinking marketers out there! But how different is content marketing from traditional marketing styles?
Content marketing is marketing that does not focus on selling – I know… marketing without selling? Here is how it works: it is audience-centred marketing consisting of the creation and distribution of content which does not highlight the product/brand marketed, but offers valuable, relevant information to help the audience. There is less focus on the facts about the product/brand and more focus on adding value to the target audience.
So why are 91% of B2B marketers and 86% of B2C marketers planning to use content marketing in their campaigns in 2018? It’s simple – it increases customer loyalty and in turn increases sales and saves cost. Without pushing out irrelevant content just to sell ‘stuff’, content marketing builds trust between companies and their clients who eventually come back to their trusted friends.
To let this marketing gem work for you, here are 4 simple tips to effectively incorporate content marketing into your marketing strategy
- Set specific objectives and define your audience. You must have a reason for launching your marketing campaign. Determine exactly what it is you want to achieve – drive traffic, generate new leads, retain existing clients. That will help you define your target audience. Get to know them – what their interests are, what catches their attention, etc. Your campaign depends on it
- Mix it up. Create new content, repurpose existing content, curate content from other sources. Give your audience a nice information cocktail – don’t make it all about your brand.
- Tell a story. We are building a bond here – between company and client. Use different content types to tell compelling stories your audience can relate to.
- Distribute consistently. Get your content in front of your audience, or all your hard work goes to waste. Build a plan – when, where and how you intend to get your content out there.
Now you have it; what all the fuss is about and why you should consider investing in content marketing – for the sake of your audience.