All that you need to know about content and content marketing:
All that you need to know about content and content marketing:
With the advent and growth of online space, traditional day-to-day marketing practices are becoming more and more ineffective, and new practices take precedence over the way in which today’s business marketing in digital space (digital marketing) is absolutely essential to the success of brands. As a result, it’s normal that digital marketing activities and their contribution to the advertising and marketing budget of companies, using modern techniques and using unique tools, will increase minute by minute.
Digital marketing encompasses a wide range of activities, but the core of all that goes into this area is content and everything else that is mentioned in the digital marketing area is around this pillar. With these interpretations, we can see the future of marketing as content.
This approach has been strengthened to the point where the content column has become theoretically theorized as “content marketing” and has become an integral part of corporate marketing strategy. But for the correct use of its content and power, it should have sufficient information and knowledge in this field and it has always updated this knowledge. The following will follow the same goal:
Content Marketing is a marketing strategy that focuses on the creation and dissemination of valuable, relevant, and continuous content aimed at attracting and retaining a specific audience, and ultimately it is about to make a revenue-generating move from the customer. Creating valuable content that is perfectly optimized for the target audience will justify investment in content and increase the likelihood of “turning the audience into a customer.”
Despite content marketing, businesses instead of defining and praising their products or services provide useful and relevant content to actual and potential customers, helping to solve their problems. In the short term, brand awareness will increase the trust of the audience in the medium term and, in the long run, lead to higher customer loyalty.
Research shows that the vast majority of marketers are now using content marketing. In fact, many of the leading organizations in the world, such as P & G, Microsoft, Cisco Systems, Red Bull, etc., have moved into content to advance their marketing goals.
Together with global organizations and brands, smaller businesses, and even single-person enterprises across the globe, also use content. Why? Because they deduce it.
The use of content and content marketing by large and small businesses has three main reasons:
It’s not a bad thing to go back one more time and redefine the definition of content marketing; remove “valuable” and “related” phrases this time. The difference created is, in fact, the difference between real content marketing and what is “imposed” in the form of “information bombardment” aimed at selling to the audience.
We all know a lot of companies that constantly send us information; the problem is that in most cases, this information does not come up with us or create value for us (which can be called spam). For this reason, in a world where the volume of advertising messages is so high, the principled use of content matters.
To apply a content-centric strategy, along with the three key factors above, there are several benefits that apply to all common content formats:
Keep in mind that the content we talk about can take many different formats. However, many businesses, and even some content producers, are having trouble choosing the right content format. The reason is that they think their hands are closed to the content format selection and have limited options.
But the reality is very different. To utilize the true potential of the content, there are numerous and varied formats that businesses can take advantage of depending on their needs, publishing channels, audiences, and, in general, their content strategy goals.
Text and Image Combination:
The great distinction between content marketing and many commonly used advertising methods is the inboundness of the content and outbound advertising. This distinction in simple terms means, contrary to conventional forms of advertising, interested in the marketing of the content of these customers and audiences, which, by virtue of the value of the content, are approaching business at their own discretion.
Traditional marketing takes time to the customer when the customer is doing something else (watching television, driving, listening to radio, visiting a website, etc.) and this can eliminate his concentration and experience and reduce the effectiveness of advertising. . But in content marketing, the audience approaches content with interest and needs to get information..
On the other hand, it can be said that the content marketing audience is “obtained”, if the traditional audience is “leased”. In traditional marketing practices, the paid platforms are paid for a certain period of time for a part of their audience (who are working for another job) to be advertised. After the end of traditional advertising campaigns, the audience will no longer look at the platform of the advertiser’s business.
Another difference is the cost argument. Money is one of the major concerns of marketing campaigns; whatever the whole area deals with money. Research has shown that content marketing is a more cost-effective strategy than traditional advertising techniques. Based on the results of one of these studies, content marketing creates more than three times more customers than traditional ads with 62 percent lower costs.
Marketting is not possible without content
Regarding these, in general, it should be said that apart from the techniques used by companies to market their products or services, content marketing should be part of the marketing process; not a separate part of it. In fact, quality content is considered as any kind of marketing, and without it, almost no marketing can be done. For example:
Companies need to have a written and well-written content marketing strategy in order to effectively market content. This strategy should answer important questions that come with business help at different points.
The beginning of content marketing is essential to two basic elements: a clear understanding of the “goal or goals” and the “mission statement” of the business are the best criteria for generating and evaluating generated content.
Contrary to the big mistake that many businesses commit, content should not be created to produce content. In fact, any content that is produced should serve at least one of the goals specified for marketing or the business itself. The following can be some of these goals:
Mission Statement, which includes the mission of each business, also helps to find the three most important components in terms of content:
With these prerequisites, one can think of a coded and written content marketing strategy. Content marketing strategy is the factor that distinguishes effective content marketing from similar and ineffective activities. According to research, businesses whose marketing content is written in writing uses the following results:
Developing a content marketing strategy requires expertise and experience. But there are some questions that can be answered by answering a large part of the content marketing strategy or improving the existing strategy:
– Is the content marketing strategy a template?
There are no predefined versions for marketing strategies; each company should, according to its own unique perspective, develop a strategy based on the specific marketing needs it needs.
However, there are several common elements that all content marketing strategies typically utilize. We will review these elements in the future.
– Is Content Marketing Strategy Must Be Written?
Writing a content marketing strategy is not about the death and life of a business, but the experience has shown that something extraordinary happens when these things come on paper and their features are written. This will help form the proper relationship between the various components of the strategy and make the whole team have the same vision.
– What kind of information should be covered in content marketing strategy?
It is recommended that the following elements be included in the formulation of a content marketing strategy:
The way this strategy is shared with other sectors and forces within the companies depends on the circumstances of each organization. In some cases, it is necessary to give a summary to the various teams and teams of the organization and in some cases it is not bad to run a pilot project to test, measure the effectiveness and improve the content marketing strategy.
The customer persona / audience persona
The buyer’s or customer’s knowledge of the marketing literature is an ideal customer’s mental imagery and features, based on market research data and real data from real customers.
When compiling audiences’ persona specifications, such as demographic characteristics (such as age and gender), behavioral patterns (such as devices or hours of interest in the Internet connection), motivations and goals of the audience are taken into account. The more detailed these definitions will be, the better they will be. The result will be to attract the most valuable visitors, willing customers and buyers to the business.
It should be noted that the presence of a customer-friendly persona in general is structured and insight into corporate marketing activities. A customer-centric base persona helps businesses find out where they focus their resources, how to grow their products, and how to align their activities across their organization.
Is content marketing strategy different from content strategy?
The answer is yes. Many of them make mistakes and use each other, which is, to some degree, understood, because it’s impossible to make a clear, precise line between content marketing strategy and content strategy. But there is a delicate and significant distinction between the two, which should be aware of:
In a content marketing strategy, the focus is on a larger narrative that the business is trying to convey. In other words, the focus of a content marketing strategy is on ways to attract audience participation and use of content to drive them into behavior that is profitable by the business. Whatever the marketing content, marketing is a tool. From this perspective, the content marketing strategy addresses the “why”.
But the content strategy, at a deeper level, “generates, publishes and manages useful and usable content”. In other words, content strategy helps companies manage content as a business asset. From this perspective, the content strategy addresses how.
Of course, this distinction does not in any way mean that there is no link between content marketing strategy and content strategy. Not only is there a relationship, but a significant overlap between the two. From this perspective, they both respond to “what” and “where”.
It should be noted that identifying the points of differentiation of these two are more important when budgeting and planning.
What are the components of a successful content marketing strategy?
Each content marketing strategy needs to have several basic features to be successful, among which, implementing the following components will increase the effectiveness of the help:
* Right targeting: Each content marketing campaign needs to have a clear orientation in order to be successful, with proper targeting. The targeting must be “measurable”, “realistic” and “of a specified length” to be considered correct.
* Integration of messages on all platforms: The core of a content marketing strategy is the message to be transmitted to the audience. One of the reasons many companies fail in this regard is to send sometimes contradictory messages to the audience. The main message of each brand must be consistent and consistent across channels and in various formats.
* Creating a unique personality: The consistency that is spoken does not mean duplication of content. The message should be conveyed to the audience in such a way as to form a unique personality about that brand in the mind.
* Focusing on the needs of the audience: Today, valuable content is said to be content that simplifies life for the audience and creates a real value for it. This requires that the needs of the audience be identified and addressed in the content.
* Aligning with the customer’s purchasing path: Identifying the customer’s purchasing path, the needs of each department, and the proper response to them through content is one of the most important issues facing the business in this area. In this regard, the use of three types of “attractive”, “clue” and “conversion” content is commensurate with the business funnel. These three types of content can be used in different parts of the customer’s purchasing path:
* Defined criteria for evaluating effectiveness: By identifying the initial pillars of the strategy and the channels of publication and content entry to the production stage, it should be possible to measure its effectiveness and continuously improve.
Reviewing and determining the effectiveness of a content marketing strategy is not easy. It is true that criteria such as the number of likes, subscriptions and comments are attractive, but may sometimes divert businesses away.
Likes and traffic jams on a story is definitely good, but not the ultimate goal of content marketing. The audience does not have to share it and forget it all the day after. Business customers are eager to participate in the brand, make purchases and introduce the brand to their friends.
Example: Assume that the primary goal of a business is to double the sales within a fiscal year. The important point is how to transform the progress of this goal into a number and monitor it. As a solution, we can focus on smaller goals that ultimately lead to a major goal (doubling sales within a year): for example, website traffic that leads to email sign-ups and eventually leads to phone calls or purchases Online leads.
This kind of look can reveal the direct relationship of content marketing, the strategy of increasing website traffic and the results achieved in the form of sales. Keep in mind that all of these can be tracked and monitored through technical tools such as Google Analytics.
Monitoring the results and comparing them with targeted goals can help identify specific behavioral patterns or detect changes in user behavior. In this way, it is possible to change the strategy and take a different path wherever needed.
Finally, it should be noted that the use of content for marketing is a relatively long-term investment and a continuous process that should continually improve and improve its effectiveness. The virtual world is crowded and sometimes saturated. It is vital to distinguish business voices in this bustle for any brand.
Finding distinct points, removing extra points, and focusing on effective points can help a business become more relevant to the audiences’ community and help improve the effectiveness of the company’s marketing strategy. Ultimately, the secret to concluding these efforts, along with the use of the best marketing content practices, is nothing but continuity and order.