Any type of marketing is impossible without proper content. That being said, the content a brand puts out into the world is a direct reflection of them. So, if a brand/startup/company is looking to establish a better presence and present them in the best possible light, then the best thing they need to do is invest in a quality content marketing strategy.
Content marketing is a specialized form of marketing where the primary idea is not to generate direct sales, but instead, create brand awareness, increase brand credibility, expand the customer base and attract attention towards the brand/product/service.
That does not mean that content marketing is not generating sales; because it is, only going about it from a different angle that has a greater impact on both the brand and the customer.
The basics of content marketing
This form of online marketing needs to be the cornerstone of a brand’s marketing campaign. This comes in place of traditional marketing, which is slowly losing its appeal and impact on the public and is often money lost on useless campaigns that don’t have high ROI (return of investment) ratio.
Instead, any modern brand with strategic aims for the future needs to invest in a proper content marketing campaign that will also be a reflection on the brand. Also, content is the driving force behind several types of marketing such as social media marketing, inbound marketing, SEO, email marketing and more.
If you have a startup and are slowly learning the ins and outs of online marketing, then read on as we share several examples of great content marketing and advice how you can incorporate it in your strategy.
Examples of content marketing
Content marketing operates by attracting prospects with high-quality, free content. This strategy allows increasing the brand appreciation, educating the prospects on a particular subject, improving brand loyalty and recognition, and significantly improving the willingness of the prospects to become clients. This can be done in several ways, and below we explain the best ones.
When you think of content, the first thing that comes to mind is, of course, blog content. Having a blog on your website that is regularly updated with relevant and useful information is a good way to keep a good following, attracting new leads to your website and improve other aspects of your online presence and reach to potential clients.
Maintaining a blog that is up-to-date with relevant info can be tricky, but it really pays off. One of the best examples of a well-maintained blog is the HubSpot blog. This is one of the best examples of a blog with well-written content that is always bringing something good for its readers.
So if you are looking to expand on your content marketing campaigning, you can most definitely learn something from the HubSpot blog, like writing in-depth articles on specific topics, inviting guest bloggers, and knowing when to share the posts on social media for better exposure. If you incorporate all of these on your website, you are increasing the attraction of visitors to your site and improving your online presence.
Social Media Marketing
Social Media Marketing or SMM is a type of content marketing that is done on social media. Simple definition, but not as simple execution. A proper SMM strategy requires a lot of knowledge, careful timing and of course, great content.
There are several major social networks, and having a profile on at least two of the three main ones: Facebook, Instagram, and Twitter, is important for any company or startup. But having the profile/page is not enough, you need good content to put out there so people can engage with your brand, learn more about your products/services or something related to these.
You can use your company’s social media page to promote blog posts, to support a charity or a cause, to promote a deal and lots more. There are some great examples of large companies that have used SMM to a great extent, and you can learn more from these, like Nike, Tesla, GE and more.
Visual, audio and video content
Social media strongly depends on good visual posts (think Instagram, Tweeter and Facebook). That is why the content should not only be textual, but also accompanied by a proper photo, infographic, or some creative image that will attract the attention of the visitors.
But good content does stop with a professionally written text and a killer image. There are other types of content that can be used for marketing purposes. Think outside the proverbial box for a moment: YouTube is replacing conventional TV, opening the possibilities for more and more people/companies/startups to promote their content on this platform. You can easily convert your written content into a nice video, throw in some cool images and you are ready to go.
The same goes for audio content, as podcasts are becoming the most listened type of media. Using this type of media allows your content to reach far more people, as by selecting the adequate podcast; you are bringing your content to a large number of interested listeners.
Educational and email content
It is not just the blog post that can offer educational content on a subject matter. Another strong tool is the eBook. Writing an eBook on a particular topic and offering it for free to the visitors of your site is a good way to establish a good relationship with them. The eBooks are a great way to show you care about your clients, as it makes them feel important and appreciated.
You can send the eBook in a newsletter or as a marketing email. A marketing email is another form of content marketing where the appropriate content is sent to a mailing list of potential clients. The email needs to contain good content and be nicely designed for a greater impact.
The future of marketing is in high-quality content
More and more businesses are investing in proper content marketing, and rightfully so. This form of marketing is what drives today’s marketing campaigns, and what is now the best way to generate leads, drive more traffic towards your site and increase your reputation.
It is a marketing strategy that can be used for B2C and B2B campaigns, as it has adequate applications in both. Lastly, the most important thing to remember is: always generate high-quality content that is attractive, relevant, and interesting to your visitors, as this is the key for the great online presence of your brand.