Content marketing is not a new thing. It has been around since people began selling stuff. It’s a facet of salesmanship. Sellers create stories that engage and trigger emotional reactions in buyers which lead to conversions. The advertisements you hear on the radio or watch on TV is content marketing. Direct mails, brochures, flyers and newspaper advertorials are all part content marketing. However, after the advent of the internet, the bulk of content marketing suddenly switched to the digital realm.
Content marketing is a vital component in the sales, SEO, SEM and SMM strategies of businesses. Image courtesy of Pixabay
What is content marketing?
Digital content marketing entails distribution of content to introduce, educate and convert existing and potential customers. These contents include advertisements, articles, infographics, music and much more. The aim here is to create and develop a relationship with the target demographic which will ultimately facilitate the conversion process.
How is content marketing done?
The first step in any content marketing strategy is to identify the target demographic for a particular product or service. This may sound like a simple and logical thing, but many small and medium-sized businesses regularly bypass this step. Without completing this step, businesses won’t be able to articulate why their product will appeal to their target audience. Sometimes, they can’t even define their audience. As a result, the content developed will be wasted.
The next step involves hiring copywriters and content writers. Copywriters are trained to produce copies which are advertorial in nature, ranging from articles and sales letters to video scripts and social media posts which appeal to the emotion of readers. Naturally, they will cost more than the average content writers, because they create revenue.
Content writers, on the other hand, are assigned to churn educational content which will provide information about products, services or companies. The content will also play a role in SEO, SEM and link building strategies.
A well-organised content marketing strategy can be recycled every year, with just a little tune-up. So it pays to have an effective one!