When it comes to the bread and butter of digital marketing, content is a key ingredient of any campaign. Covering a wide range of marketing tools, content marketing helps build your business’ image and voice in front of your target audience.
But, as it covers so much of digital marketing, it can be tricky to define exactly what it means, and how you can implement it into your campaigns to produce successful results. So today, we are going to take an in-depth look at content marketing and its uses! So grab a notepad and pen, as we get into what makes email marketing so successful.
It’s time for content marketing 101!
What is Content Marketing
Content marketing is a form of marketing whereby you plan, create and distribute valuable, informative or promotional content. Pretty much every kind of digital marketing you can think of can be labelled as content marketing! Aimed at the audience you are trying to target, your content appeals to your audience in a way that encourages them to complete a buyer's journey with you. Unlike other forms of marketing, content marketing is less about direct advertising or promotion, and more about connecting your business to specific topics and values that your client base also subscribes to.
There are many ways you can include content marketing into your digital marketing strategy, no matter your business size.
Types of Content Marketing
1. Email marketing
Email marketing refers to a wide variety of ways that email can be used to promote your brand and engage with your audience. Despite being one of the first digital marketing tools, email remains one of the most effective ways to get in front of key clients. Marketing emails are the most popular example, which sees members of your audience sign up to receive promotions, offers and reminders that show off your business through direct promotion.
Blogging is a great way to link your business back to relevant topics you wish to be associated with. Many businesses choose to incorporate blogging into their websites as a way of boosting Search Engine Optimisation (SEO). This is beneficial if you are looking to target niche topics. Blogs can be used to provide information to your audience, giving your brand a sense of authority amongst your clients.
As mentioned above, many companies choose to host their blog on their website (this is often part of the website builder they already use). However, blog sites such as Blogger or Medium can also be a great place to start.
3. Videos and podcasts
Videos and podcasts help provide your business with a face and voice, allowing you to share your business’ values and ethos by creating a more personal connection. By creating in-depth conversations your business again presents itself as a thought leader in your sector. This is a great way to connect with others in the industry. Whether it's via interviews or guest appearances, by associating with other key players you are getting a ‘seal of approval' from their business to yours.
Many hosting websites are free in 2022 - for example the likes of YouTube and Spotify, which give you the chance to connect with a wide audience. However, there are several niche places online should you want to reach a specific audience. Bdaily Premium, for example, hosts specific podcast episodes that we know our audience of business leaders and influences will want to see.
4. Social media
As an absolute must when it comes to marketing in 2022, social media can be an effective tool for building your brand persona. With a carefully planned social media content calendar, you can boost your business’ audience. Think about the audience you are trying to attract, what would they want to see online? By making sure your output is ⅔ non-promotional relevant content, you can focus on building an authentic image that clients are more likely to connect with. Focusing the other third on promotion avoids overdoing the product's spam, whilst also taking advantage of the audience you have built.
Your business doesn’t need to be on every social media platform, and by focusing on key ones for your business you can curate the perfect space to promote your brand and meet your audience.
Key tips to boosting your campaign success
Make sure you know the audience you are writing for
There is no point in using up-to-date internet slang when you are targeting an older audience! Before starting to bring your content ideas together, take the time to understand who your target audience is, where they will be, and what their interests are. This way, when it comes to producing your content, you can be sure it will reach viewers as you intend, without any confusion.
Repurpose your content
Producing content marketing can be a big project to take on, so make the most out of what you create by repurposing it for multiple campaigns. By focusing on key pain points, commonly asked questions, and the main topic areas your business covers, your content can become ‘evergreen’ and provide you with endless marketing opportunities. So when creating your content, consider how you would reuse it in the future.
Uphold a strong brand image
Content marketing can be a great way to show your audience who you are and what you stand for. Branding not only helps you stand out from the crowd but provides audiences with a clear follow-through across your products and services. So when producing content, consider how it matches up to your branding - is this content relevant to your goals? Does your imaging match up and create a strong association with who you are? Can you see this alongside previous designs? Don’t forget, just because a topic or theme is trending online, doesn’t mean it is relevant to your audience or your voice. Consider adapting topics so that they reflect the brand image you are wanting to achieve.
Now you know what content marketing is, and the types of content successful marketers create, you are ready to go ahead and start your first campaign! Don't forget, Bdaily are here to help you make sure your first content marketing campaign is a success. Download our FREE Media Pack today!