Content Marketing (specifically, what is it and why should I care?)
Content Marketing… like, what reality stars do on Instagram?
I don’t particularly love the word “content.” The rise of social media influencers coining themselves Content Creators may have left a bad taste in my mouth. No shade here - if Halo Top offered me $10,000 to videotape myself finishing a pint of Peanut Butter Cup ice cream, I’d happily oblige. (In fact, you could probably get me to do it for way less. I’m talking to you, Halo Top PR team.)
The ad that pops up on Instagram stories (when you’re just trying to watch dog videos) is not an example of content marketing - because it typically won’t provide you with anything valuable in that 15 second timespan (unless you enjoy being shouted at by an online personal trainer, I don’t know your life). Straight from the horse’s mouth, content marketing is “A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”
Content marketing is not posting, publishing or promoting just to post, publish or promote
Content marketing is meant to deliver your prospective customers something of true value - reliable knowledge that allows them to make their own informed decisions and not feel sold to. This is why spam written off as “content” can make marketers feel a bit queasy (and you can bet it’s leaving a bad taste in consumers’ mouths, too).
Because everyone is pushing out some sort of content, whether it's helpful or not, it is important for brands to incorporate high-quality (not to be confused with high-quantity) content in their marketing strategy. With research, thoughtfulness and a true desire to help people, your content can stand out and reach your ideal clients.
Content marketing empowers your prospects
In today’s society, we are overwhelmed with options. The Netflix series Master of None summed it up quite nicely when Dev wanted to find the best tacos in New York:
Options are a privilege, but the decision making process that accompanies can be exhausting. So, what does decision fatigue have to do with content marketing? If you’re a taco-making connoisseur, and a hungry person is looking for the best tacos, strong marketing strategy combined with great content will:
Make you easy to find
Make it easy for the hungry person to deem you their best option
Keep you on the hungry person’s mind, so when they’re in the mood for tacos again, they’ll return to you
Here’s how:
A blog on your website that ranks in search engines for “best tacos.” You’re found.
The blog has interesting posts about where you source your ingredients from, what inspired you to get into the taco business and tips on how your customers can make your favorite taco recipes at home. You care about your craft, you’re knowledgeable in your field and you want to help others. You’re selected.
You provide an awesome dinner experience, so the customer follows you on social media and signs up for your email newsletter so they can get coupons when offered. You email them- not too often- but when you have something valuable to say, like to announce your seasonal menu or share your favorite taco restaurants in other large cities. Your taco restaurant is returned to, and the customer is glad to be part of your community - glad to support you.
When options are endless, providing a product or service that consumers are happy to support will give you an edge. Content marketing will make sure you (and your edge) are found.
Content marketing converts
If being an honest, reliable resource that empowers your prospective clients to make the best decision for themselves doesn’t inspire you, maybe some numbers will.
Key takeaways from Demand Metrics’ comprehensive research on the state of content marketing include:
90% of organizations market with content
Content marketing generates over three times as many leads as outbound marketing and costs 62% less
82% of consumers feel more positive about a company after reading custom content
60% of people are inspired to seek out a product after reading content about it
If you’re not using content marketing, you’re leaving money on the table and clients at the door. But don’t be discouraged - while almost everyone reports that they use content marketing, only 48% of B2B marketers have a content marketing strategy, and only 35% have documented it.
You can start above average by being strategic and crafting your content from a place of care for your prospective clients.
Okay, I get it, content marketing is important… so how do I do it?
Anyone can start incorporating content marketing into their overall marketing strategy - themselves, with the help of a freelancer, or through a marketing agency. Consider this advice as you begin:
Be sure to define your ideal client. Be as specific as possible. Products and services that are marketed to everyone evoke passion in no one.
To generate content ideas, think about that ideal client and how you can help them. When someone is searching for what you offer, what questions do they have before making a purchase?
Your content can be delivered in many forms - articles, blog posts, e-books, podcasts, videos and more. Spend time considering how your ideal audience prefers to receive their content.
Your content will be hard to discover without an overall marketing strategy. Think about the other forms of marketing you want to incorporate. Remember - you don’t have to do everything, just be strategic with a few tactics.
Content marketing works best when it comes from an honest desire to serve your audience.
To learn further, some great content marketing resources include Content Marketing Institute and Neil Patel.
If at any time you have questions about content marketing or how it relates to your business, don’t hesitate to reach out and ask me.