Content marketing is a concept that has been around for a little over a century. It helps the business in making a big comeback in the way we think about advertising. Whether it’s a startup, small or large business, content marketing is necessary to engage the audience. It is a way to “advertise” – without being annoying, expensive, or ignored. Quality content creates interest and knowledge about your brand by sharing information of value with your customers. It is also search-engine friendly, which helps customers find you online.
Content is central to all marketing campaigns and activities. Content marketing involves creating and sharing various pieces of content on several digital marketing channels. The content displayed in this form of marketing can be a blog, infographic, or video – and it must be very focused on the target audience. Here’s how small businesses can craft a content strategy for better results.
Infographic is more like a flow chart or diagram which represents data or information. It has both elements: visual as well as written. Infographics are popular because it is easy to read and understand. They are a single, self-contained piece of information that can also be linked or shared quickly.
Creating a variety of videos helps you to show the personal side of your business. With content-based video, you can establish a relationship with your customers while also providing them valuable advice, insight, or humor. Video is also easy to share, engaging and provide a break from the written content.
White papers can be on any topic relating to your industry. They are especially useful for businesses that work in more technically demanding fields, providing an opportunity to dive deep into a topic that interests your audience.
A case study is a detailed report on a particular person or groups’ experience, often incorporating research and documenting change over time. But case studies don’t have to be dry and technical – many are often conversational and inspiring.
Product reviews help customers to know more about the product and assist them to buy the product. Product reviews shared by your existing customers provide helpful information to the potential audience and creates trust between them and your brand. You also add relevant search terms to your website, which can help customers find your business through an online search.
When you interview a client or a customer, you reward them for loyalty and show how you value their experience. Sharing interviews of your employees put a face and a personal story on your brand. This helps customers to relate to your story and understand your brand story. Sharing an interview provides both interesting content and a sense of personal connection.
Checklists can be on any topic related to your business or your customers’ interests. They are extra valuable if they give your customers concrete actions that improve their lives or solve a specific problem. It is important to brand the checklist with your company name, website, and social media handles.
Research may include surveys or a case study – whether your own or someone else provides valuable information that is of interest to your customers. Writing or talking about new research not only establishes you as an industry expert but can also add valuable search terms to your website or social media platforms, allowing people interested in that research to find you online.
Sharing industry news allows you to give updated information to your readers or customers. It helps you to capitalize on trending topics while also showing off your expertise and relevance to your larger industry. When you share current news, you position yourself as a go-to source that customers and other industry players can turn to for information.
A newsletter is an excellent place for content marketing because it goes directly to an interested group of current or potential customers.