Content marketing is the core of modern marketing strategies. It attracts and retains the target audience, helps to gain their trust and loyalty, increases brand awareness and ultimately leads to increased sales.
Unlike simple advertising, it acts slowly, but it “binds” the audience for a long time; it should be not so much voluminous as high quality; Finally, it may require a significant investment – but in the end it can lead to very high results in terms of brand impact and sales volumes. Suffice it to recall, for example, the educational projects of Yandex or Sber.
Content marketing engages audiences in conversation and sometimes challenges them. The main thing here is interaction, strengthening relationships. This is how loyalty is formed.
The other side is improving SEO. Content needs to be published regularly, and thanks to this, search engines push the site to the top. More and more new visitors come to the page and this, in turn, contributes to brand recognition and attracting potential customers.
Content marketing is a great tool for supporting sales: if the content is well structured, potential customers are directed through the funnel: product awareness – making a purchasing decision. This is especially important in the B2B sector, where the decision-making process can be lengthy and complex.
Define content marketing goals
Where to start with content marketing? Undoubtedly, by defining your goals: increasing brand awareness, attracting new customers, increasing the loyalty of existing customers or supporting sales. In parallel with this, it is useful to study the target audience, determine for whom you will create content, who your customers are – their age, gender, their problems, as well as the solutions they are looking for.
Creating a strategy
The next step is creating a strategy. Determine what types of content you will create (blogs, videos, infographics, podcasts, etc.), how often and on what platforms you will publish them. Connect your publishing calendar and think about how you will allocate resources.
The content created will need to be promoted and this is another strategy that needs to be carefully worked on. All available channels will come in handy here – social networks, email marketing, SEO and others.