Learn about content marketing in Sudbury, Ontario.
Believe it or not, but content marketing has already been around for a few hundred years.
Right around the time when the printing press was invented, businesses and marketing professionals have been using this age-old concept to reach their audiences and entice them to interact with their brands.
However, it wasn’t until the advent of the internet that the practice truly started to gain popularity. In fact, according to Google Trends, content marketing, in its modern form, didn’t really take off until 2007.
I’ve recently done a bit of analytics research and realized that a lot of my readers are still just getting started with content marketing.
Therefore, I want to go over some of the fundamentals of the practice. The aim is to help explain how content marketing can help brands grow and thrive in a continually evolving digital environment.
Content Marketing Simplified
You might be asking yourself, “What is content marketing, anyway?”
Most people are lately bit hazy on the definition.
But when you receive an email from a company that you like. Not a sales promotion, but just a newsletter about their latest developments… That’s content marketing.
Or when you log onto social media and see a post from one of your favorite companies, promoting a recent blog post or ebook they’ve recently launched… That’s content marketing.
The distinction to make is that content marketing is not promotional in nature. Rather, it’s purpose is to entertain, educate and engage an audience by providing good information.
Essentially, content marketing is used to turn new prospects into loyal customers, making it more likely that they’ll make a purchase or interact with a brand in some way.
One of the best and most-often quoted examples of this is Red Bull’s Felix Baumgartner who set the world record for the highest skydive from a balloon hundreds of kilometers up in the atmosphere.
At the time, this was one of the most talked about events on the internet, and Red Bull was recently tons of content to help cover the event.
From blog posts and interviews to online advertisements and live coverage of the event taking place.
But think about it for a second, Red Bull is an energy drink company. Although there are plenty of extreme athletes out there who probably consumer their beverage, their brand has nothing to do with extreme sports.
But by releasing this type of viral content, Red Bull managed to attract thousands of potential customers to their brand.
Content Marketing For Marketers
By now, you should know that content marketing isn’t about the brand itself. It’s not about their products or their services. It’s about the audience. And what they care about.
Content marketing aims to offer the type of content that no other competitors are offering. And by doing so, brands are able to elevate themselves from being a simple commodity to being something that people actually like and trust.
It’s important to remember that content marketing is significantly different from traditional product marketing efforts.
Instead of things like sales collateral and product-specific info, content marketing uses blog articles, ebooks, video tutorials, webinars, etc., to answer specific questions people are asking online.
Simply put, content marketing is the best way to turn a brand’s product, no matter how plain Jane and ordinary it is, into something different.
In the end, by establishing themselves as a credible expert on topics that matter to their customers, brands are more likely to be discovered by the right people and earn their trust and loyalty.
This allows brands to strengthen their customer relationships, build an active and engaged online audience, and in turn, increase their profits.
How Content Marketing Leads To Brand Success
Now, at this point, you’re probably thinking that content marketing is something I should look into. But it’s important to understand that it’s not just about writing a few short blog posts on relevant topics…
It takes a lot of work, dedication, and patience to see real results with content marketing.
However, it is still an ideal approach for brands that are looking to provide their customers with a better experience, while also making a positive impact on their bottom lines.
Below, we’ll go over some of the main reasons brands choose content marketing to help them grow.
To Make It Easier For Customers To Find Them
In today’s digital world, almost everyone is asking questions and searching for information on the internet, using search engines like Google and Yahoo.
Therefore, as a brand, you want your name to be at the very top of the search engine results page. (SERPs)
And the best way to do this is by answering people’s questions by creating relevant blog posts, videos, ebooks, and other types of content.
For example, a pool installation company might change its marketing mission from being pool installers to being a leading expert on fiberglass pools.
Then, they could start producing content that answers specific questions related to fiberglass pools. In turn, attracting new prospects and making it more likely that they’ll interact with the brand.
To Attract, Engage, And Delight Their Audience
A brand’s content is only as valuable as its ability to attract and engage its audience to interact with the brand repetitively, either as email subscribers, blog followers, customers, or brand advocates, or ideally, all of the above.
Then, once a brand has built up an addressable audience, their content marketing efforts can help increase sales, compile valuable customer info, and compel their most ardent followers to share their content with their friends and family.
For example, a photography brand might decide to create a content strategy targeted at other photography professionals.
While the idea behind the decision might be to drive product sales from the company. They would create content that focuses on providing valuable information to its audience that they’ll find helpful. Rather than selling their products.
To Reach New Customers
Obviously, the main goal behind almost any marketing effort is to generate revenue. And content marketing can be a powerful driver in this aspect.
So when a brand builds an audience that trusts and wants to hear from them, that audience is far more likely to buy their products or services.
For example, many brands find that their email subscribers are more likely to take advantage of their paid services than their blog followers are.
To Increase Revenue From Existing Customers
Another major reason that brands are using content marketing is to simply turn their existing customers into more loyal followers. Which, of course, has the added potential of increasing sales through upselling.
In some cases, a brand can even monetize some of its content by selling subscribers to gated content or offering ebooks and courses.
Building Better Content For Your Customers
Again, it’s important to remember that content marketing takes time and doesn’t happen overnight. In fact, it takes weeks and sometimes months just to learn about your target audience and how you can offer them the best content.
However, content marketing is one of the leading marketing strategies today, simply because everyone is searching for information online.
This makes it easy for brands to offer content that provides their customers with solutions to their problems.
Do you have any questions about content marketing in Sudbury, ON? Or maybe just need some help explaining content marketing to a client or friend? Contact The Hobo Marketing Co. today and learn how content marketing can help you.