Content marketing is a close cousin of email marketing. When it comes to business branding, small business marketing, and every aspect of business marketing, content marketing is a good idea. Content marketing is, according to Webster's:
“A type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.”
Of course, while the dictionary definition says content marketing doesn’t explicitly promote a brand, that doesn’t mean it can’t. Content marketing can be about a subject in a vague but related sense, or it can be directly related to a brand. It can even be for a brand that is directly trying to sell online with eCommerce content marketing.
In this blog post, we’ll dive into content marketing and everything you need to know to master the practice. From the definition and facts to the work of a content marketing specialist, we’ve got you covered.
What Is Content Marketing? 3 Factors
Content marketing is the creation of content to promote a business, brand, industry, or product or service. The content created generally consists of blog posts, social media content from posts to reels, vlogs, and newsletters. The newsletters are the main place where content and email marketing strategy intersect.
These three factors are present in any medium of content marketing. Or at least, they always should be. When you’re creating content, keep these factors in mind throughout the process, to make sure your content checks all the boxes.
Web accessibility standards in online content are most important in regard to audience members and consumers who have different needs from their online information. For the deaf and hard of hearing, having a transcribed blog of a vlog is a good idea. For those with vision impairments, screen-reader-friendly text is a must for digital accessibility. This all falls under having an ADA compliant website.
2. Simple But Intriguing Designs
It can be easy to get carried away with your designs. From your blog font to your color scheme to your vlog intro, there’s a lot of room to play. There are, however, issues you’ll run into if you try to do too much. Keeping it simple, but still on brand, is the way to go.
1. Clear Calls To Action
The main point behind content marketing is to convert readers and audience members into customers and promote customer satisfaction. Having a clear call to action (CTA) in your content tells your audience how to learn more and buy your products or services.
"Key Takeaway: Content marketing can be about a subject in a vague but related sense, or it can be directly related to a brand."
3 Content Marketing Specialist Responsibilities
Depending on the role you have at your business, you might not have the time available to dedicate yourself to content marketing. If your schedule doesn’t allow it, or you want someone more experienced, hiring a content marketing specialist is the way to go.
A content marketing specialist is someone with experience in writing, marketing, sales, and social outreach. This experience can come from many different job types and life experiences. When you’re looking to hire a specialist, look for someone who can speak to experience with these three responsibilities, they’ll take your content further.
3. Varied Daily Work
A content marketing specialist can expect to work through several different tasks on any given day. A specialist who has experience in all areas of marketing and content production, and who is capable of switching tasks as needed, will be a good pick.
2. Optimization Research
Optimization is a hefty half of the battle of content marketing. Optimizing for search engine friendliness, buyer persona engagement, and social media algorithm optimization is something a content marketing specialist needs to be comfortable with.
1. Content Creation
Of course, this list wouldn’t be complete without content creation itself. The content marketing specialist may have content creators working under or alongside them. No matter what, they’ll have a responsibility to create new content on a daily, or at least weekly basis.
Content Marketing Strategy: 3 Key Plans
Content marketing is more complicated than saying, publishing, or printing the right words at the right time. It’s a process that involves understanding social media algorithms, search engine optimization (SEO), and consumer trends. All of those processes form the foundation of the ideas behind the content you produce.
These three key plans for content marketing strategy will help you make sure you’re focusing on those behind-the-scenes needs. Keep these three plans in mind to ensure your content is high quality and far-reaching every time.
3. Core SEO Guidelines
Following core SEO guidelines is a must for every content marketing strategy. Those core guidelines include everything from internal linking to keyword research. The heart of great content is based on maintaining SEO standards.
2. Competitor Research
Competitor research is one of the best ways of finding content that is already doing well for businesses in your industry. From there, you can take new steps in those directions. Competitor research can come from keyword research, or searching for the content you’re looking to create, to check out the existing content.
1. Branded Themes
While each piece of content you produce will be unique, including the common theme of your brand will create a cohesive marketing strategy. Whether you do this with color themes, consistent wording, or a common CTA, consistency is key.
Frequently Asked Questions About Content Marketing
Content marketing covers a lot of ground in the marketing and business success arena. It can take years of practice, patience, and trial and error to find your groove with content marketing. There are, however, some ways you can start off ahead of the game. Our answers to these frequently asked questions will help you along.
What Is An Example of Content Marketing?
An example of content marketing is a blog that a business has built on its website to support its business, brand, and customer service. A blog is a way to drive traffic to the website, intrigue potential customers, and get them wondering what the business is all about.
What Are the Basics of Content Marketing?
The basics of content marketing are creating content that is engaging, digestible, and straight to the point. You want engaging content to draw in customers. Digestible content will keep your readers or listeners interested and maintain watch times and click-through rates. Content that is straight to the point will help customers decide quickly if they want to make a purchase.
Is Social Media Content Marketing?
Social media content is marketing if it’s being used for marketing purposes. Of course, most social media content is being used for marketing purposes in some way or another. However, there is social content that is created purely for the fun of creating content. It all depends on the creator.
What Are the Benefits of Content Marketing?
The benefits of content marketing are that it gives you new ways to connect with your audience and potential customer base. From reaching out to blog readers to chatting with vlog watchers in the comments, content marketing will help you grow your business community and your profits with growth opportunities.
Content Marketing: Create the Content You Want to See In the World
Content marketing is a lot of work, but when you put time and effort into it, you’ll see massive changes for your business marketing. The right content can change your business and draw in your ideal customers.
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