Content Marketing - Overview



Content marketing is known by many names such as inbound marketing, corporate journalism, branded media, native advertising, and customer publishing to name a few. However, the basic idea behind the technique remains the same, i.e., to create and distribute content that engages and attracts a targeted audience, while encouraging them to take action which is beneficial to a business.

What is the Use of Content Marketing?

The growth of the World Wide Web, social networks, and mobile technologies has changed the relationship between customers and businesses. Average customers today don’t buy a product just by passively watching its advertisement on a billboard. They research on Google to analyze similar items, read the product’s review online by experts, and even ask their friends on social networks, before spending their money.

As a result, businesses need to rethink their traditional marketing strategies and channels if they want to earn the trust of their customers and influence their buying decisions. This is where content marketing plays an significant role. It encourages businesses to attract potential customers’ attention towards their products by highlighting and promoting their key highlights.

Content Marketing Strategy

Before you create a content marketing strategy for your business, you need to characterize the goals first. What are you trying to achieve with your content? Is it more subscribers to your blog? Or is it traffic acquisition? Or maybe, you need certain sales pages of your website to convert? Whatever they are, you need to clearly list the goals before you even begin laying down the strategy.

That being said, there are certain overarching elements to a content marketing strategy which are the same, regardless of your objectives. They are listed in brief below, as we will look into them in detail later in this study notes:

  • Understanding your customers
  • Building your brand message or story
  • Defining the content you want to create
  • Measuring the achievement of your content marketing efforts




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