Online Marketing
April 20, 2020
In today's article we tell you everything you need to know about Content Marketing .
Any type of marketing, including Content Marketing, has the main objective of attracting the attention of potential customers to satisfy their desires and needs and thus increase the sale of products and services.
As we mentioned in our last articles on Digital Marketing and Inbound Marketing , as technology advances, marketing is constantly changing to adapt to new dynamics. Digital evolution has radically changed Marketing, bringing with it the fascinating world of Digital Marketing , in which the message that brands transmit is increasingly important. For this reason, applying content marketing is currently essential.
Let's start at the beginning: the definition of Content Marketing . Then, we will tell you how to apply it effectively in 2020.
Content marketing. What is it?
Content marketing involves creating and distributing relevant and valuable content to attract, acquire and retain a defined audience .
Joe Pulizzi , one of the pioneers of content marketing, defines Content Marketing as follows:
Content Marketing is a marketing technique through which persuasive and valuable content is created and distributed to attract, obtain and retain a clearly defined target, with the aim of converting them into future clients .
Joe Pulizzi
Therefore, we see that Content Marketing is an attraction strategy through which companies try to establish relationships of trust with their target audience and buyer personas . To successfully achieve relationships of trust, empathy on the part of companies plays a very relevant role.
By creating content, companies must communicate with their potential customers without selling them anything, or at least directly, but always with the main objective of being present when users have a need to buy the products and services they offer. When generating content, companies must try to apply a good dose of creativity, since the most innovative and visual content is the most attractive.
Content Marketing has become an essential technique within any digital marketing plan .
Content Marketing must be combined with other strategies, forming the set of actions and strategies that we currently know as Inbound Marketing , allowing us to attract and retain customers without being invasive.
digital marketing plan
To build an effective content marketing strategy , we must take into account all the phases of the conversion funnel .
Distributing content of different natures at different stages of the funnel is the key to success.
Digital Marketing Funnel
For example, during the awareness phase it is important that users receive informative content , and when a potential customer is in the conversion phase to customer , promotional content such as offers and discounts, or in turn, success stories and evaluations from other customers that end up persuading them to make the purchase, will help them decide to complete the purchase action .
Therefore, companies must create content designed for each of the stages of the conversion funnel, to motivate potential customers to move through the different stages.
Awareness and knowledge phase
At this stage, users identify that there is a problem or need. They need content that educates them and makes them understand that your company can solve it. Here are some suggestions:
Presentations
Blog Articles
Infographics
General presentation videos
Ebooks
Newsletters
Etc.
Consideration phase
In this phase of the funnel, users evaluate the available options, including those of your competitors. You need to provide as much information as possible through quality content that helps potential customers analyze which option is best. For this phase, you can generate and distribute your content in the following formats:
Case studies
Discount coupons
Ebooks
Newsletters
Podcasts
Etc.
Conversion phase
Users who go through the entire conversion funnel and reach the final phase need to receive compelling content to complete the purchase process . For example, discounts, a free gift of an accessory or free shi brazil telegram pping, and also reviews from other users and success stories often convince leads to proceed with the purchase. Below we suggest the following content for the conversion phase of your buyer persona:
Free demos
Tutorials and videos of the product or service in use
Testimonials, reviews
Success stories
Etc.
Why apply Content Marketing
As you can see, implementing Content Marketing requires a significant effort. At Kiwop we are experts in Content Marketing and we can guarantee that investing in Content Marketing is worth it. We explain in general terms why:
Notoriety
By generating valuable content, you are showing your potential clients that your company is an expert in its field and subject and therefore, you are gaining notoriety .
Branding
If you apply creativity to content creation and generate visual and innovative content, you will be starting a conversation with your target audience's customers , who will want to share your content, and comment and give their opinions on it.
Visibility
Greater presence on the Internet and therefore, greater visibility for your brand. In addition to improving your brand image by offering varied, quality and useful content , you will improve your visibility and generate a good online reputation for your brand.
Web positioning
Creating quality content and distributing it correctly will boost your search engine rankings. Content is one of the most important factors for Google, so you can rest assured that Google will reward you for applying Content Marketing strategies.
Lead Generation
Content Marketing is an essential strategy in the lead generation process and, in addition, through valuable content you will improve your relationship with them, since this generates trust between the brand and the consumer . Content Marketing allows you to reach a large number of people and helps you attract potential customers.
Content Marketing: What are its challenges?
Creating high-quality, valuable content: Creating quality content is not a task that can be completed in 5 minutes, it requires time and effort.
Creating enough content: To achieve long-term results, it is important that content is published and updated regularly, so large amounts of valuable content must be produced.
Getting the budget: Overcoming the previous challenges requires time, effort, and therefore, budget.
Offering varied content: This is a challenge that usually arises in the long term, when you have been creating valuable content for a while. In many cases, when more than enough content related to the services and products sold by a company has already been generated, it can be difficult to find new topics to innovate with apart from the usual updates.
Content Marketing: How to Apply It in 2020
The key element in the application of Content Marketing is the generation of content and its correct distribution.
Content creation is key to achieving:
Good SEO search engine positioning
Brand personality and online reputation .
Build trust and create a community of loyal customers.
Content marketing is a strategy that achieves medium-long term results .
