Guide to content marketing

content-marketing

Businesses are increasingly investing in exceptional content and content marketing strategies. Why? Competition among businesses to gain and retain consumer attention has never been more fierce.

How can you rise above the noise and stand out in a world full of content and information influxes? An excellent content marketing strategy helps you do that. 

Understanding content marketing and its role in your marketing plan helps you build a strong yet long-lasting relationship with your audience. Such a relationship is critical to your business’s growth.

All you need is to create quality content that:

  • answers your audiences’ questions
  • entertains your audience
  • educates and informs your audience about your products and services

This guide will walk you through everything you need to know about content marketing.

 

What Is Content Marketing?

Content marketing  also known as inbound marketing involves creating, publishing, and sharing written and visual material for promotional purposes. The process seeks to provide useful material that increases search engine rankings to attract and drive more leads to your business. 

Some of these materials include:

  • Blog posts
  • White papers
  • Landing pages
  • Newsletters
  • Emails
  • Videos
  • Social media posts
  • e-Books

According to the Content Marketing Institute, content marketing is a marketing technique that focuses on creating and sharing quality and relevant information to attract and retain targeted audiences. It’s a long-term strategy to build a solid relationship with your target audience. That’s by providing them with high-quality, useful, and engaging content to prompt a profitable action. 

Key Content Marketing Trends in 2023

A survey by Semrush reveals that content marketing is a key investment area for about 97% of digital marketers. With such a large percentage, a solid content marketing strategy is a must-have tool for achieving success in 2023. 

With such a high number of marketers engaging in inbound marketing, it is prudent to establish why content marketing is not working out for you.  

Here are key trends that will shape the content marketing industry.

Interactive Content Marketing

Interactive brand marketing involves adding engaging videos or visuals in your content to attract audiences. Examples include:

  • Surveys
  • Quizzes
  • Polls
  • Personalized content
  • Interactive storytelling

Such content grabs your prospect’s attention, delights, and keeps them on your web pages longer. It engages your visitors, allowing you to understand their needs better.

You can leverage their insights to target audiences, generate leads, and convert those leads into sales or repeat customers.

Content Experience (CX)

Customer preferences constantly change; you must pay attention to your target customers’ evolving wants. Consider creating unique and engaging content to fulfill your customers’ changing needs.The content should provide viable solutions to ease their pain points for an excellent and all-around content experience.

Search Engine Optimization (SEO)

Search engine optimization (SEO) continues to be one of the hottest trends shaping the content marketing industry. 

Create and optimize content using keywords so search engine bots can find, crawl, understand, index, and rank your pages. 

The goal is to increase online presence and visibility to enable prospects looking for your products or services to find you.

vr
Virtual reality creates simulated environments that the user experiences by wearing a specialized headset

Virtual Reality (VR)

Statista predicts that the virtual reality market will hit $5.1 billion by 2023. Undoubtedly, VR will feature more to help businesses polish and increase user experiences. 

VR allows you to present an illustration of your products or services to your target audiences in the form of real-time videos. Your target customers will find it easier to understand and engage with your brand.

Incorporating these trends into your content marketing strategy in 2023 is a great way to get desired results. To maximize returns, work with content marketing professionals with vast experience creating high-quality, engaging, and valuable content. These experts use cutting-edge marketing tactics like SEO to increase traffic, conversions, and sales.

What is the role of Content in Marketing

Content plays a key role in marketing your brand, products, or services. It helps convey important ideas and messages to help your audiences understand your brand better. Below are three ways through which your content adds value to your reader and brand.

Inform

Valuable content provides an audience with rich information about your brand, products, or services. It’s practical, useful to your readers, and has high authority over a topic if well researched, presented, and referenced.

Entertain

Generating and publishing content that engages with your customers builds your business’ personality. It promotes your brand in a soft but interactive way that modern customers want.

Connect

Good quality content is share-worthy. It connects your customers with your brand through social media platforms like Instagram, Twitter, and Facebook. These platforms allow you to engage further with your customers through feedback and comments.

connect

Creating high-quality content is beneficial to your marketing strategy. It engages your audience, keeping them longer on your website as they learn more about your brand. Your audience and associates connect with your brand, resulting in greater brand awareness.

Importance of Content Marketing

A survey by SemRush reveals that 84% of businesses have a content marketing strategy. Why? It aligns with how consumers use the internet to research about products and make buying decisions, allowing you to achieve your marketing goals. Here are some of the reasons why many businesses consider content marketing important:

  • Educates your prospects and leads about your brand’s products or services
  • Helps audiences understand how your products or services solve their problems 
  • Provides a sense of community around your business
  • Boosts brand awareness, loyalty, credibility, and trust
  • Prompts audiences to make better buying decisions
  • Carries your brand’s unique voice, message, pitch, and style

An excellent content marketing strategy helps you create informative content that educates your audiences. This allows them to make well-informed decisions, increasing your brand trust, credibility, and awareness.

Benefits of Content Marketing

Investing time and money in developing excellent content offers you many benefits than just views, clicks, shares, and sales. 

Below are the top benefits of implementing effective brand publishing:

Increases Online Visibility

Every time you publish high-quality content on your website is a plus to your SEO efforts. It’s an opportunity for search engines to find and index more quality web pages. 

The chances of ranking for more search queries or keywords increase, improving your online visibility in search engines.

Improves Organic Web Traffic

Brand publishing focuses on providing audiences with relevant and useful solutions for their search queries. It makes your brand an industry leader for specified keywords or search terms. This allows search engine bots to find, navigate, and rank your pages higher on search results for those keywords. Audiences searching for your products or services can find your brand, resulting in more web traffic.

Boosts Lead Generation

Image feature of lead generation

Content marketing helps generate more leads by guiding users to your landing page. It prompts visitors to take action through calls-to-action (CTAs) strategically placed within your content. 

Prospects who view your content and love it are likely to buy your products or services in the future. Google reveals that conversions may occur within a day of the click or up to 90 days after the click depending on your conversion window.

Reduces Bounce Rates

Great content engages and interacts with your potential customers. It captures your audience’s attention and creates positive user experiences. This encourages them to spend more time navigating your pages and reduces bounce rates. 

Such content compels your audiences to return for more, reinforcing a positive impression of your business.

Generates More Conversions

Your content allows potential customers to connect and engage with your brand. It gives them useful information to make well-informed purchases, influencing your conversion rates. 

The more your content is appealing and informative, the higher the probability of increasing your conversion rates.

Builds Trust

Creating content that answers users’ search questions builds a meaningful relationship with your customers. 

If they find your content helpful, enlightening, or informative, they are more likely to think highly of your brand. They will see your brand appearing on top of search results when looking for your products or services. 

Your brand reputation increases as they perceive you as a trustworthy, credible, and established industry thought leader.

Creates Brand Awareness

High-quality content helps uniquely build brand awareness. It lets you rank highly on the first page of search engine results pages (SERPs) for targeted keywords. 

Your content appears everywhere your prospects search for your products or services, creating brand awareness.

Reduces Your Marketing Costs

Content marketing is incredibly cost-effective as compared to other forms of marketing. You only have to hire a freelance writer, or better yet, a content agency to produce quality content for you regularly.

Once you do this and have an outstanding content marketing strategy in place, you’ll start seeing results and may not need to invest in any other type of marketing to advertise your offerings. 

Cultivates Loyal Brand Customers

Good content makes all individuals who have read and loved your content associate those great feelings with your business. 

They will likely share and promote your brand to their family or friends without buying from you. Such referrals aid in building a strong fan base of loyal customers for your brand.

There’s no doubt that having an excellent brand marketing strategy offers your business many benefits. Consider working with a professional content marketing agency to help you create a winning strategy to enjoy such benefits and even more.

What are the types of Content Marketing

There’s no better way to get your website found by search engines and attract your audience than content marketing. That’s why businesses worldwide spend more money on it. If you’re considering this inbound marketing approach, consider these high-performing forms of content marketing for your business:

Blog Content Marketing

Blog posts are effective inbound content as they help you become more creative about any topic. They allow you to provide more detailed and up-to-date content to achieve the desired results. You enrich your content with relevant or exact keywords your audiences are using to increase conversions.

A blog is a powerful yet versatile platform for creating and publishing all kinds of content faster and easier. It lets you promote internal or external content via social share buttons, links, and product information to improve brand awareness. 

This type of content marketing is cheap as you only need to deliver quality content to get results.

Online Content Marketing

Internet or online content marketing is a general term for any material you create, publish, and promote online.  Some of these materials include:

  • Blog posts
  • Articles
  • Videos
  • Podcasts
  • eBooks

You place these materials on your website’s landing pages so users can interact with your brand and products or services.

A solid online content marketing strategy boosts your rankings on search engine results pages. Your brand gets more visible to target audiences at the right time.

Social Media Marketing

Social media is one of the best forms of content marketing in which many businesses spend more money. Why? It provides access to over 4.2 billion active users (59% of the global population) who are potential customers of your products or services.

A screenshot of Nike shoe company’s official Instagram page

These users are on various social media platforms such as:

If well done, social media offers you an excellent opportunity to attract, interact, and retain free referral traffic.

You only need to create and share engaging photos, stories, live videos, and pre-recorded videos on your favorite platform(s). Such social shares are an incredible way to improve your brand awareness.

Video Content Marketing

An illustration of YouTube video marketing. Source: Biteable

Research by Wyzowl shows that 73% of customers prefer using video content to learn about a brand and its products or services. 

Good, helpful, and highly engaging videos for marketing make it easier to attract or grab your audience’s attention. They nurture leads, boost conversions, improve returns on investment, and build long-lasting relationships with your audiences. 

Consider promoting your video content on landing pages or social media platforms to reach more prospects. 

Infographic Content Marketing

Content Writing

Infographics are excellent for presenting complex ideas in the simplest ways possible. 

They display information, data, and content in a visually appealing and easy-to-understand format. 

You combine words, clear images, brief statements, diagrams, and listicles to relay information to audiences effectively.

Paid Ad Content Marketing

Paid ad campaigns offer an easy way to reach many prospects by positioning you in specific places for audiences to find you. It could be on search engines like Google, mobile apps, sponsored content, banners, landing pages, and social media platforms. 

The goal is to make your brand visible to targeted audiences to increase traffic, leads, and sales.

Podcast Content Marketing

With over 60 million people listening to podcasts across Apple and Spotify platforms, podcasts are a suitable content marketing type to try. 

They encourage creativity as they can talk about any topic. 

You create podcast episodes and advertise them to attract prospects and increase conversions.

 

Provided you have good ideas, there are many types of content marketing to try for better results. The choice depends on your marketing and business goals. Consider implementing various content marketing approaches and specializing in those that work best for your brand.

How Do You Create an Effective Content Marketing Strategy?

A good content marketing strategy is a roadmap to achieving your short or long-term marketing goals. 

Follow these steps to build an effective strategy for your business:

  • Set simple, measurable, accurate, realistic, and time-bound (SMART) goals specific to your brand.
  • Identify your key performance indicators (KPIs) to measure and track your performance in relation to your goals.
  • Select the type of content you want to create depending on your buyer personas and target audience.
  • Decide where or how (e.g., social platforms and ad campaigns) you’ll promote your content.
  • Set a budget depending on the channel you choose to advertise your content.
  • Create and share the content with your target audiences for consumption purposes and get conversions.
  • Measure and analyze your marketing results to determine if you need to adjust or change your content marketing efforts and reach more prospects.

Creating a robust content marketing strategy shouldn’t be difficult. Follow the steps above to create one and implement it well to achieve the anticipated results. However, it’s best to hire a professional to help you since they know what they’re doing.

Best Practices for Effective Content Marketing

With the inbound marketing industry continuing to grow, understanding and applying the best practices enable you to meet your audience’s goals. 

Below are a few tips to help you get the best results from your content marketing strategy:

  • Create high-quality content that adds value to your audiences or provides viable solutions to their problems.
  • Focus on your target audience’s specific buying journey stage to ease their pain points.
  • Build a consistent brand image and voice for audiences to understand your brand better.
  • Publish timely and engaging content to leverage your customer’s buying behaviors and spending patterns.

These are just a few tips for effective content marketing. All you need is excellent content to benefit your SEO efforts and build a consistent voice and image for your brand.

Create an Effective Content Marketing Strategy Today

Developing an exceptional inbound marketing strategy is an important step to take in your marketing process. You set SMART goals, determine the type of content you want, create, publish, track, monitor, and measure results. If well implemented, a good content marketing strategy offers many benefits, including higher rankings, more leads, and improved ROI.

At SEO Makers, we are the best content marketing agency that delivers world-class content marketing services in the region. We create high-quality, engaging, unique, and relevant content to help businesses increase traffic, enhance brand awareness, generate leads, and convert leads into loyal customers. Be sure to contact us today to find out more and let our experts help you create a results-driven yet practical content marketing strategy.