Although content marketing has become one of the most discussed topics related to internet promotion and advertising in the last few years, its origins date back to the late 19th century.
Content marketing can be defined as a brand promotion technique that consists of the creation and distribution of materials that can truly stir interest and produce engagement among target audiences. Creating valuable content for advanced advertising and branding purposes is at the heart of this technique, which aims to deliver messages that audiences really want to see.
When it comes to using content as the main driver of a marketing campaign, the brand always comes first while the actual selling of products and services becomes secondary. The idea is to let the content speak in manner that positions the brand as being relevant, positive, valuable, and clever.
Companies such as John Deere have been using content to position their brand since 1895, the year when the farming machinery giant launched the first issue of The Furrow, a magazine published with customers in mind. The Furrow is still in circulation; more than 1.5 million subscribers in 40 countries get this magazine, which is printed in 12 languages.
More modern companies like 2 The Top Marketing, Inc. which offers Boise, Idaho content marketing services, employs multi-media content in digital formats for spreading messages through multiple online channels. The use of content for marketing has stretched from print publication to social media and video hosting websites to Podcasts and Infographics. The availability and accessibility to the average consumer to engage media in many different formats has increased the potential for web marketing.
Examples of Effective Content
Marketing strategies that involve valuable and engaging content can be formulated by means of social media campaigns, search engine optimization, public relations, inbound campaigns, and pay-per-click advertising.
Here are five content creation ideas that companies can use to elevate their brands:
Self-publishing makes it easy to create books that companies can use for promotional purposes. E-books are great marketing tools; to a certain extent, they can be considered to be “longform” advertising. One of the objectives of e-book marketing is to position brands as authorities in their respective sectors. A web hosting company, for example, can produce a thoughtful e-book that discusses principles of website design and development.
Data visualizations have always been effective methods of communications. In recent years, infographics have become very popular pieces of marketing content thanks to advanced graphic design software. A well-crafted and interesting infographic can be a promotional item that will last for years as it is shared across social networks. Many people associate infographics with knowledge and expertise.
According to search engine giant Google, one third of all internet users visit YouTube at least once a month, and more than half of all visitors watch videos on their smartphones or tablets. By the end of this decade, internet analysts predict that digital video will account for more than 60 percent of online traffic. Video can be a powerful marketing tool for just about any business; for example, a gourmet restaurant can create videos that show how the chef prepares special recipes.
Audio content is ruefully ignored by many companies that fail to realize the marketing potential of podcasts. Whereas social media is a casual platform for branding, podcasts allow companies to reach customers and prospects in an intimate manner. Businesses that already publish blogs should consider podcast production as a way to promote their brand on a different media channel.
How Content Helps Your Business
With the right content strategy, your business can not only increase sales but also foster loyalty among customers. Quality content will always be appreciated by target audiences; in turn, this appreciation gives your brand character. When content is produced the right way, it helps customers become aware and informed of goods and services in an engaging manner; from this point on, they will be pleased to continue on to the purchasing stage.