A-Z Of Marketing — C — Content
Content is king.
It’s a phrase you will hear a lot on the internet. Content touches every part of marketing strategy. Your content marketing helps with all areas of your marketing, from building your email list to improving your SEO.
Content consists of:
- Blogs
- Infographics
- Video
- Podcasts
- News articles
- Magazines
- Ezines
- Ebooks
- Whitepapers
- And more
What’s the Point of Content?
Content marketing is a strategy that uses content to promote businesses, products and services. Customers follow a Buyer’s Journey. This journey consists of 5 stages:
- Awareness
- Research
- Consideration
- Purchase
- Loyalty
Content can help in every part of this journey. For example, if you run a web design business, youra blog topic might be “5 signs you need a new website”. This might create awareness in the customer that they need a new website. You could then present them with a lead capture form, asking them to exchange their email address for an eBook which walks them through the benefits of a website redesign. This would be the research stage. You could then email them with a link to your rate card and an infographic of your process for the customer to consider. Then post purchase, you could send them blog content and articles to show them how to get the best out of their new website.
Your content should aim to build trust and authority for your audience, while also providing value. You need to prove to them that you know them inside out and that your product or service can help them.
Create content that does at least one of three things: inform, educate and entertain. These three things will help build an audience, help them to trust you and convert sales.
If you need help creating your content marketing strategy, a marketing consultant may be able to help. Visit Lennie & Stan or send me a message on Linkedin for more information.
