Whether you create a blog for your website, post helpful tutorials on YouTube, or write eBooks and guides, you too can use content marketing to grow your brand. Here’s a complete explanation of content marketing and how to do it right, as well as some examples and tips to guide your own content marketing journey.
Many customers see straight through pushy sales pitches and disruptive online ads, but they can be persuaded with informative and genuinely helpful content. That’s where content marketing comes in. Good content - such as blog posts, informational videos, and more - are used to nurture buyers into making a purchase, gently guiding them toward the right solution for their needs.
What is content marketing?
Content marketing is a type of marketing strategy that involves creating and distributing valuable, relevant, and engaging content in order to attract a targeted audience and encourage them to buy.
This form of marketing doesn’t explicitly promote a brand but, instead, stimulates consumer interest in its product or service. The idea is that the more value you offer consumers in the form of expert knowledge, the more you’ll entice them to purchase your product.
Here are some other benefits of content marketing:
Showcases your company’s knowledge, expertise, and authority in the industry.
Establishes your credibility, helping you gain consumer trust.
Builds brand awareness by placing your brand across the web.
Boosts your website’s SEO so you can get found by new customers.
Engages existing customers so that they buy again.
Types of content marketing
There are many different types of content you can create as part of your marketing strategy, including:
Offsite articles: Articles written for publications and blogs outside your own website.
Videos: Short filmed content posted on your business’s YouTube channel or embedded on your own website.
Podcasts: Auditory content offering useful information, guidance, or tips.
Infographics: Explanatory visuals that use a mix of images, statistics, and charts.
User-generated content: Content such as videos, images, and more created by users and then shared or endorsed by brands.
Case studies: Up-close examinations of your customers, often taking the form of blog posts, that tell success stories about them using your product.
eBooks: Online books, typically packaged as downloadable PDF documents, with in-depth information or guidance about your industry.
White papers: In-depth, high-level reports about a specific topic, similar to a research paper.
Webinars: Online video presentations, often live-streamed, that allow viewers to participate and ask questions in real-time.
Slide decks: Slide presentations that offer information, guidance, or tips.
Templates: Fill-in-the-blank templates related to your product or service.
If that sounds like a lot, don’t feel overwhelmed. You don’t need to create all these different content types from the get-go. Start with just one to build your foundation, and then branch out into other formats that suit your particular audience and niche. By employing a strategic combination of these different content types, you’ll be able to reach and engage a great number of prospective customers.