CONTENT MARKETING EXPLAINED
We all know marketing; how is content marketing different?
Creating and targeting content that develops a non-sales-based relation with a specific online audience--by offering valuable information, building trust, and creating loyalty—is content marketing (CM).
This new marketing tool came into full force in the web era and creates a rapport and trust with web users and lays the groundwork for future sales and potential long-term brand loyalty.
Businesses that use CM:
- get noticed
- increase brand awareness and build credibility
- build an organic online user community
- increase existing and new customer bases
- anchor or increase online revenue
HOW DOES IT WORK?
CM anchors itself in an audience's needs and wants—effective CM begins with identifying and understanding those needs and wants.
Valuable no-cost tailored content is then crafted in a variety of digital formats—and other platforms as appropriate—including infographics and fact sheets, news releases, e-books, periodical newsletters, video and photography, blogs and vlogs, podcasts, case studies, instructional manuals and how-to guides, Q&A pages, lists, and other curated useful content.
As with all digital relation building, content marketing requires vigilant updating and adapting of materials to anticipate and fulfill an audience's needs and rouse that audience's curiosity—all with the strategic goal of short- and long-term expansion of a customer base.
