Content Marketing

What is Content Marketing

Content Marketing is communication made through text, video or image in order to engage the target audience and grow the network of customers and stakeholders.

The main focus of Content Marketing is to create relevant and valuable content, attracting, engaging and engendering value to people in order to create a positive perception of the brand and thus generate more business.

But Content Marketing is not writing content that brands want. Content Marketing is writing and publishing what the audience will love, following trends and tastes. That is, a mixture of creativity and market analysis.

Content Marketing: Brand or Acquisition

Content creation is often associated with "Brand" or "Brand". Other times, Content Marketing is associated with SEO - not infrequently sometimes misused as synonyms.

Creating unique and engaging content is undoubtedly a creative process. But without a great deal of analysis and study, content creation is simply a shot in the dark. An "achism" of one who believes that it can work.

Having an "Acquisition" base behind helps focus the strategy. In this sense, Content Marketing can not live disassociated with "Brand" and "Acquisition".

As we have seen, the focus of Content Marketing must be on the consumer, not on the brand. Otherwise, it is not Content Marketing is, yes, "advertising."

Difference Between Inbound Marketing and Content Marketing

Content marketing is just one of the Inbound Marketing strategies that can be applied in a business, that is, it is part of a larger set of actions that are used to attract, convert, relate and sell to people who are interested in your products or services.

Content Marketing therefore works as a magnet for attracting new fans, users, leads and future customers.

Advantages of Content Marketing

It improves the way you reach your target audience by delivering relevant and quality content.
Improved the web positioning of your content, page and commercial proposals.
It allows you to transmit the values ​​of your brand.
Helps capture and retain potential new customers on social networks.
Creating relevant content for your audience allows you to use SEO techniques that help improve the chances of appearing in Google's early results.

How to do Content Marketing?

The content can be made available on blogs, social networks like Facebook, Twitter, Linkedin, Instagram, etc. Another widely used strategy is the creation of a landing page, in which content, such as an E-book, is made available in exchange for information.

Keep in mind that all content needs to be created with people in mind, who need to be properly targeted.

The process of content marketing

Many Content teams look at their work as being creative and emotional. Which is, in part, true. But what good are these parts if there are no readers?

A Content strategy without a quantitative part behind is condemned, most of the times, to failure. There is a process used in most content marketing strategies that follows the following steps:

1 - Attract

In this phase, content such as articles, e-books, videos, infographics, lectures and others are produced to attract readers through SEO actions, investments in sponsored links, social networking, e-mail marketing, etc. At the same time, this content should be attractive enough for the user arriving through Social Networks.

Preferably, this content should be shared in social networks to create a relationship between the user and the user.

2 - Converter

More in-depth content is created for whoever left contact information (such as name and email address) to receive new content. Generally create a strategic sequence of e-mail, elaborate promotions in landing pages, among other things.

3 - Selling

In the sales phase, the marketing department is further aligned with the content production department to bring the leads to the conversion. It is here where the person definitely becomes customer, acquiring the product or hiring the company service.

4 - Monitor

This entire process should be monitored. Which content worked best (depending on the metrics you want)? What topics and topics should continue to be addressed? Which channels got the best performance? Were there problems in the user's journey that can be solved?

Realizing exactly what worked and what did not work is critical to having a strong Content Marketing strategy.

Examples of Content Marketing Campaigns

There are many examples of content marketing. Just be aware of our e-mail and see that companies work well this art.