The term ‘content marketing’ is pretty self-explanatory – you are marketing content to your current and prospective customers. So why has it been such a big talking point in the world of marketing this year, with no sign of dropping off the radar? And, how can it help your business?
25.8% of internet users in 2019 blocked advertising on their devices, and probably for good reason. We’ve all been there, scrolling social media when you see an in-your-face post with a company shouting their business at you. Is this effective marketing? Did you click on the post or continue scrolling right past? We guess it’s the latter.
Content marketing involves the creation of engaging, interesting content that will grab users’ attention, for all the right reasons. By not explicitly promoting a brand, marketing takes on an informative stance which people want to follow. This is because you’re providing an added extra to their online lives and they feel that value. Looking from a marketer’s point of view, it’s worthwhile too. 86% of B2C marketers use content marketing, with a whopping 91% of B2B marketers also using it. Those figures are too good to be ignored!
So, we’ve mentioned that the content has to be engaging. However we’ve found that many businesses fall at this first hurdle, failing to think of anything interesting for their audiences. Instead, they revert to typical marketing and explicitly advertise products or services. How can you get past this block?
One of the best things about this type of marketing is that the customers can actually make their own content. Yes, that’s a thing! How many times have you bought something online then receive a follow-up email asking for reviews or encouraging you to share a picture of the product and hashtag the company? It’s simple techniques like this that can take the workload off your marketing department and get users involved in your content creation processes. Techniques like this can be implemented into your website easily with a Content Management System in place. At drumBEAT we specialise in WordPress and Magento builds and upkeep, both which allow you to create content easily yet allow flexibility and reliability.
What type of content marketing?
The type of content you create is vitally important, too. 32% of consumers check out a brand’s social media presence before checking their website so, it goes without saying that social media and what you post plays a huge role in your content marketing strategy. One thing we’ve found over the years is that companies think by just being on social media, it’s enough. But it’s quite the opposite; having an unused account on any social platform makes your business looks worse, not better. Interesting content is one of the main reasons people follow brands on social media so give the people what they want! Industry news, updates from your business and behind the scenes snippets are all ideas to involve your followers and encourage a conversation with, and between, them.
High-quality, relevant and valuable information makes consumers more likely to take action and that’s where blogs come in to play. Do you blog? Does the idea of sitting at a computer screen, hands hovering over the keyboard, make you break out in sweat? Building content is a really good place to start, before you get to the writing stage. Generate some ideas for the blog content and identify the message you want to put out there. Our in-house content creators have extensive experience of blog writing and content creation so they can help out, whether it’s ensuring consistency across blogs, targeting guest bloggers, re-purposing content or actually writing the blogs themselves. Check out our blog posts to see what we can do!
What about the rest?
There are many other ways of creating content, some of which are evolving faster than others. Video has seen a huge spike in popularity, with the rise of IGTV, Instagram’s video experience application, and with 87% of consumers wanting more video from brands. Stand out from the crowd with immersive and creative video content, which can also be repurposed for other content usage to make the most of your money.
When strategizing your content marketing, consider these other types:
Here at drumBEAT, we don’t just create content for contents sake; we stick to the principle that each piece of content we create must serve a purpose and provide value to its audience. We know that it’s better to create one piece of awesome content rather than several pieces without purpose and that’s why we work with you to understand your customers and what they want from your business marketing strategy.