use content marketing on your website
What is Content Marketing?
Two definitions for the term Content Marketing are:
“A content marketing strategy is a plan for building an audience by publishing, maintaining, and spreading frequent and consistent content that educates, entertains, or inspires to turn strangers into fans and fans into customers.”[i]
“Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.” [ii]
Another way of explaining it is using the example of a dating agency:
Content Market Dating Agency
I can cook beautifully
I can keep the house spotlessly clean
I have lots of curves
To sum up:
- I’ve done 11 cooking classes
- I go to the gym every day
- There’s not a dust spec in my house
Choose me, choose me, choose me! (note the hint of desperation)
When I was a child I went on holidays to South West Rocks with my family every year. I enjoyed the pizza dad bought from the sea-front and my sister and I went on horse rides. I guess I’m a romantic at heart. By the way, have you been to South West Rocks?
How it fits into the buying cycle
The buying cycle by which, research shows, consumers reach the point where they purchase an item:
- Awareness. Prior to awareness a prospect may have a need, but they may not be aware there is a solution.
- Research. Once a customer is aware there is a solution, they will carry out research to increase their knowledge on the subject. For example, someone requiring a website will find out what different options exist to create a website or hire a website designer.
- Consideration. At this point the customer starts comparing different offerings from different vendors to make sure they’re getting a high quality choice at a fair price.
- Buy. Finally, the customer makes their decision and moves forward with the transaction.
Content marketing covers the Research and Consideration steps.
Why use this form of marketing?
“Most of marketing is ineffective pushing, and that’s the stuff that we as consumers are tuning out.”
“Unfortunately, a lot of the content that happens inside companies is completely ineffective and all about the business,”[iii]
There are three key reasons for using content marketing. They are to:
- Build your brand
- Establish your reputation
- Support SEO
This marketing enables you to show your brand through the use of text, images, audio and video. Content, as a blog or as standard web page copy, is a great way to establish your standing by contributing information that shows your knowledge of a particular business area.
The quality of a website’s content is an SEO measure – including the use of keywords. Naturally, then, content marketing assists in the attainment of a higher SEO ranking.
Oh, and the fourth and main reason: to increase your sales leads and therefore income.
How to use Content Marketing
This marketing includes the creation of a large range of different types of material. These include:
- E-learning resources
“Produce content that people want to engage with, and your job as a marketer is made so much easier. Whether it’s newsletter subscribers, website visitors, social media followers or paying customers, great content will help you raise your profile and build a captive audience.” [iv]
You need to include the following stages in your content marketing campaign:
- Identify your audience, particularly demographics and buying habits
- Define your media and types to be used
- Determine content channels eg blogging, social media, email marketing, pay per click marketing
- Select the media and channels and address your audience
- Evaluate progress using qualitative and quantitative methods
I admit it: I hate advertising. But I do admire its ability to tell a story in a very short time eg TV advertising slots of 60-90 seconds. I’m intelligent enough to see through stories such as a grinning family eating the latest fast food.
Content marketing is my favourite form. However I think a marketing campaign does need some push marketing to assist.
Take the plunge and try some out yourself!
Below is a great example of content marketing in the form of a wall poster. (My apologies and thanks to Aesthetic Academy, but I cut off their name at the bottom of the poster when straightening it up).
It explains the various lines and folds of the face without pushing the reader to use their treatment services. It fits the second definition above of content marketing, perfectly.
[iii] https://www.business2community.com/content-marketing/marketing-broken-01223765 Michael Brenner, May 16 2015
[iv] https://www.eyeweb.co.uk/blogs/digital-marketing-101-what-is-content-marketing#:~:text=Content%20Marketing%20Definition&text=%E2%80%9Ca%20type%20of%20marketing%20that,in%20its%20products%20and%20services%E2%80%9D. 29/11/18