What is content marketing?

In any digital marketing campaign, content is the means of driving the brand message home. Strategic placement of content attracts audiences to a brand. Moreover, it makes the brand more desirable. This can be done through blogs, videos or social media posts.


Content Marketing and Brand Personality

The creation and eventual sharing of content helps spread the brand message. It adds to the brand personality. Content marketing is the art of interacting online. This eventually makes the brand more desirable to the end consumer.

Content Marketing provides Solutions

Content follows three principles to be effective. One, it should add value to the brand image. Second, it should be relevant to the brand. Third, it should be consistent. Content marketing may not sell directly by pitching products and services. However, it does find the customers’ problems. It then provides solutions through content creation. Due to these subtle but effective methods, content marketing leads to increased sales. It also boosts cost savings. Eventually, it leads the brand to better, loyal customers.

Where does content marketing exist?

Quality content is all pervasive. It is a part of all forms of marketing. In social media marketing, content marketing strategy comes before social media strategy. Search engine optimization (SEO) involves modifying content to reach the most desirable audience. Back-links in the content are created to reach the right audience. Search engines reward businesses that publish quality, consistent content.

Other spheres impacted by content marketing

In public relations, successful PR strategies address issues readers care about.  They do not talk about their business. Content too addresses issues and not the brand offerings directly. Even for paid advertising using Pay-Per-Click (PPC) to work, one needs a great deal of expertly crafted content. Inbound marketing cannot exist without content. Content is the key to drive inbound traffic and leads. Content strategy doesn’t exist without content. It is central to align marketing strategies to reflect the audience’s needs.

What is the consumer’s journey through content marketing?

In the content marketing funnel, we begin with visitors who turn into leads. These convert to opportunities and then, to sales. Sales convert them into satisfied customers. This leads to retention. The brand now has the opportunity to upsell. Buyers of upsold services become the brand’s advocates. To sum up, the goals of content creation are brand awareness, lead conversion and nurturing. Concerning customers, it aims for conversion, service, retention or loyalty. Ultimately, it tries to create upselling opportunity, leading to passionate subscribers.