Content marketing is the creation and distribution of valuable, relevant content for attracting a defined set of audience to gain customer action.
Content marketing is imparting information and knowledge to the readers. The company which is into content marketing is promoting its business by sharing various forms of information to its readers. But the primary concern here is that the content must be effective enough to improve their lives and change their perception of a topic. It could be in the form of modifications in the personal behavior, or their purchase decision.
Yes, in 2018, the content is written for the readers only. Content optimization for the search engine was a priority in the previous years, but the trends and the scenarios have changed. It is the reader who has to be benefitted.
Importance of content in the digital world
The primary purpose of marketing is to get the attention of the people and convert them into customers. That is, we want the people to buy our services. The people go through a four stepped cycle before becoming a customer. It is as follows-
In the digitized world, around 50% of the total population of the world uses the internet. The people spend a substantial number of hours online, all rely on what they read. So, to emphasize the readers’ mind, content is the key. The one who uses the marketing strategy effectively is the winner.
Let me elaborate this with an example.
How the brands are using content marketing and earning more profits
The content marketing strategy of Hotjar-
Louis Grenier, Content Strategist
Planning is the initial step of the journey. He creates content as per the interviews of the customer segments and the surveys. He aims at mitigating the number of challenges which the users face in their daily life. Then the company generates outlines and the first draft of the content. The draft goes through several rounds before it is finally put on the web.
When it comes to the promotion of the content, the company uses the social media platforms such as LinkedIn, Facebook, as well as email the content to the subscribers. He also unveiled that the company work on outreach in advance every time it has a big project. Every big project needs feedback on the draft work. That is, the company looked for the beta readers to co-own the project and help it promote.
How to match the pace?
In this era of the rat race and fast-paced world, participating actively in the competition is indispensable. To
1. Invest in retargeting-
Most of the businesses are following this trend, and it is growing year by year. The more the customer sees the ad, the high the conversion rate. The rate also increases with more ad impressions. It may lead to a decline in the CTR of your content, but the people who have seen the ad twice are more likely to click it. Options available are-
- Facebook Remarketing
- Retarget Links
2. Go for one-to-one marketing-
Personalized content experiences or one-to-one marketing is another trend which is dominating 2018. It is an important factor used in delivering good experiences to the customer. Its usage is gaining speed, and most of the businesses are customizing the users’ visit by greeting them with their name every time they visit their site. Yeah, it is because you have entered your name and email address the first time you had visited it.
3. Outreach to beta readers to get feedback-
Choosing the readers is the best way to get feedback. So, if you too want the best and unbiased views, then visit your beta readers, especially when you are working on a big project.
It was briefly about content marketing, and the tips you can follow to work well in this.
Stay Tuned and learn more.
AUTHOR BIO: I’m Jessica Gross. I read and write every day on various topics related to society, culture, academics, business and lifestyle. Also, I have been working as an academic consultant for Assignment help for more than a decade. You can catch me on twitter.