The Essence of Content Marketing in Digital Marketing
If there is a crucial aspect on which digital marketing is based, it is content. Check out any digital marketing publications on the internet and you will likely come across the term “Content is King.” Indeed, content has been the mainstay of digital marketing as it is the primary medium on the internet where all types of information thrive.
If you are learning about content marketing, you have come to the right page as here we have delved deep into the intricacies of content marketing, what makes any content marketing strategy great, and how to create one.
What is Content Marketing?
In its simplest form, content marketing is the use of various types of content to promote your business and its brand name. Many people often associate content marketing with only the text form of content, such as blog posts, website pages, e-books, community discussion threads, and more.
However, content marketing is not just limited to the use of text-based content. You can leverage various other types of content forms, including video, graphics, audio, gifs, and more, to create a robust content marketing strategy for your business and gain an edge over your competitors.
The use of content in marketing precedes the Internet age. Some world-renowned brands, such as Coca-Cola, heavily used offline content marketing in their early days, such as printing branded flyers and handouts showcasing their signature drink product. After the internet boom, digital content marketing has been the go-to option for almost all brands to capture the majority of the online market share.
The Importance of Content Marketing in Digital Marketing
It goes without saying that content is the only form of medium through which any type of information can be passed on. Whether sharing entertainment or educating consumers, you can choose various types of content as the medium of delivery.
Whether you want your website to rank first on Google Search or build a large fan base for your brand on social media platforms, your digital marketing tactics will help achieve the results only with proper content marketing.
Here is one content marketing example:
If you want to create a tour of your restaurant, you can shoot entertaining videos and market them on social media and YouTube. This way, you will be able to reach a lot of online audiences as opposed to the conventional approach of inviting consumers to physically visit your restaurant. The more interesting your store tour videos, the more interested the audiences will be to visit your restaurant someday and experience the dine-in services you provide.
Alternatively, you can add more value for the audience by giving them the online food ordering option through aggregator apps or your own website. You can again use video content marketing to interest your audiences in ordering online.
What is the Difference Between Offline and Digital Content Marketing?
Leveraging digital content marketing in the leading digital channels, such as social media, video streaming platforms, podcast platforms, etc, is a no-brainer option. However, offline content marketing still exists today. These include:
- TVCs (television commercials)
- Print magazines
- Product brochures and catalogs
- Instructional pamphlets
- Handout cards
- Brand Merchandise
Is Content Marketing a Part of SEO?
Yes and no. Content is an integral part of search engine optimisation (SEO) and the only way to create blog posts and optimise them with keywords to make them rank on the first pages of Google Search. With our content marketing SEO services, you get to access our industry-leading expertise in optimising text-based content to rank your website pages in top positions.
Content marketing is not just limited to SEO. Other content formats, especially graphics and video, work well in achieving other types of digital marketing goals, including:
- Brand awareness
- Brand building
- Customer engagement
- Customer retention
- Market differentiation
- Public Relations
How to Create a Content Marketing Strategy?
The content marketing strategy that can work for you majorly depends on the type of business you own and the values you want to create. The type of digital marketing goals you want to focus on also plays an integral role in determining your content marketing strategy. If strategized and executed perfectly, organic content marketing can eliminate your need to go for paid advertising.
Here are some of the most effective and result-oriented content marketing strategies you can create and implement in your overall digital marketing approach:
- Educational content marketing strategy :
this approach works great for businesses that have new types of products that can create a new category in itself. For example, if you are launching a new type of tech product, then your tech company can implement this content strategy to educate the audiences about how your product works and how it benefits them.
- Informational content marketing strategy :
this is a versatile approach that works for almost all businesses, especially startups, at the Top Of The Funnel (TOFU) marketing stage. Informing your audience about your products and services in captivating ways works great in acquiring them as lifetime value customers.
- Entertaining content marketing strategy :
many new-age brands incorporate innovative types of entertainment content to gain affection from their prospects as well as existing customers. As a result, it helps in acquiring new customers as well as engaging in retaining the existing ones.
- Feel good content marketing strategy:
this approach has worked for many brands like Apple to build customer loyalty over the years. This strategy works great in creating aspiration for your products and services, creating a strong drive among customers to buy from your brand regularly.
- Inspiring and motivating content marketing strategy –
mission-driven businesses do exceptionally well with content marketing that inspires customers to be the change and align with the brand mission. It is important to streamline the thought leadership process to execute this type of content marketing strategy flawlessly.
Is B2B Content Marketing Different? If Yes, How?
Yes, B2B content marketing is different in the sense that it works for B2B businesses. Compared to B2C content marketing, content marketing and overall digital marketing in the B2B space works a bit differently in various aspects.
This mainly has got to do with the fact that the value proposition of B2B businesses is not the same as B2C businesses. Therefore, the process of ideating and creating content marketing strategies for B2B businesses is different than for B2C businesses. FedEx’s B2B marketing strategies are some of the best B2B content marketing examples you can explore to learn more.
What about SaaS Content Marketing?
SaaS content marketing works for businesses that have a Software-as-a-service revenue model. Many people often associate SaaS content marketing with B2B businesses. However, it works for B2C SaaS businesses as well, such as Netflix, Spotify, and more.
Make Content Marketing Work for Your Business
Regardless of the type of business and industry you are into, there are a lot of ways you can leverage content marketing and achieve your digital marketing goals. At Shreem Business Solutions, content marketing is one of our areas of expertise, and have helped businesses of all sizes create a name for themselves by catering to the target audiences in the most relevant and ROI-centric ways.
Get in touch with us today and explore the scope of marketing your business through content and other approaches.
