Why is content marketing so important for your business and what types of content can you use to generate brand recognition and educate your potential customers? Keep on reading and you'll get all the answers!
FIRST THINGS FIRST
Let's start from scratch, with a simple definition of Content Marketing. According to the Content Marketing Institute, “content marketing is a marketing technique made by creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.” The keyword here is valuable. Your prospects should feel the need to consume it. If they don´t, we wouldn't be talking about “content marketing” itself but about other types of marketing or advertising.
The great thing about content marketing is that it fits perfectly for the two first steps of the buying cycle: awareness (the customer might know that they have a problem, but maybe they are still not aware that there is a solution) and research (once they are aware that there is a solution, they might do some kind of research to educate herself/himself). Conversely, the other two stages of the buying cycle, consideration (the customer starts comparing different alternatives) and buy (they purchase the product), are better approached by traditional marketing and advertising, although content marketing would still be a valuable strategy.
The ROI of content marketing can be awesome if executed correctly. Let's sum up some of the most used content marketing techniques so that you can start inspiring yourself.
An explainer video is a great video content marketing resource to use to raise brand awareness, gain more visibility and persuade your target audience by making use of a cost-effective tool. In less than 90 seconds, you can tell your prospects who you are, what you do and why you're the best option to solve their problems, and you can make it in a very quick, compelling and engaging way. An animated marketing video is an amazing tool to hook visitors and grab their attention immediately.
Having a blog and keeping it up to date is a great alternative to gain more exposure and reinforce your SEO efforts. By offering relevant and fresh content to your readers you can present yourself as a referent in your niche while spreading the latest trends, news and tips of your industry. Posting regularly helps a lot to attract new visitors to your blog, but also to your website, so make sure your website copy is relevant and compelling too.
Infographics are great to communicate almost any idea or concept in a highly attractive visual way. They are one of the most loved and shared types of content. In fact, one study found that they were liked and shared on social media platforms up to three times more often than other content. Make sure you make a ROCKING infographic to make it shareable - the web is full of infographics these days!
Ebooks can come in different formats, but they usually come in PDF format. In general they are presented as free downloadable products in exchange for joining a mailist list. The great thing about ebooks is that they position you as an authority in your niche and give you the possibility to share your knowledge with others. Make sure you have enough content before you start production! Ten thousand words is a good number.
These are specific articles through which you give your readers a solution to a common problem. A how-to article is like a step by step guide, very straightforward. You can work on a generic topic or something more related to your niche. Have in mind that the more thorough your explanation is the better, but try to keep it simple and clear. Of course you can complement it with diagrams, images and videos.
Are you already implementing a content marketing strategy? How has it been so far? Read this article about 5 signs you're wasting time creating content and find out if there´s something you could improve upon!
We also invite you to surf our Explainer Video Academy where you can find interesting eBooks, infographics, and other valuable content to boost your marketing strategy!