What is content marketing?


Content marketing is not a new concept. Although businesses have been using content marketing for years, it is only since 2007 that it has become the digital powerhouse of marketing departments the world over. At its most basic, content marketing is a strategy where you create and distribute types of content that are valuable and relevant to your audience.

The goal is typically to drive a particular action from that audience, whether it’s a purchase, signing up to your newsletter, or simply to get many shares on social media. However, the goal of content marketing isn’t solely to drive profits. It is a high-value means of building relationships with both core, established audiences and new demographics at the same time.

Why use content marketing?

New business owners and even some marketers are still working under the assumption that content marketing is simply an option. The fact is that it has quickly become essential, no matter the size or sector of a business. As a way of building your brand, the right content can attract consumers who are no longer looking at advertisements as trustworthy messaging.

Content marketing works not by self-promotion and the hard sell. Instead, it is a format for giving your audience access to the information that they need before, during, and after a purchase. It is also an essential component of SEO marketing, and without content pushing your search engine visibility, you’re going to make it much harder to be found by audiences, on either Google or social media, and to establish your high-trust authority and reputation.

How to get more from your content marketing strategy

All businesses want to get more traffic to their website and their selling pages. The right high-quality content in the right place at the right time can do that work for you. The idea is very straightforward: deliver the most relevant content at every distinct stage of the customer buying cycle (or sales funnel). Go beyond your goals to encourage brand awareness and your content marketing could become the most valuable tool at your disposal.

To get the maximum impact from your content marketing, make sure that you:

1. Know your audience: Do your audience research so that you know what your customers want from you, as this will help to guide the creation of new content that will provide the most value.

2. Vary Content Formats: You need to keep your content looking and feeling fresh, and you can achieve this by varying your types of content. Consider using:

  • How-to guides about your products
  • Compilations of relevant industry content
  • Think pieces to establish your sector authority
  • Profiles of your team members
  • Surveys
  • Infographics
  • Video guides

Content marketing can be a highly complex strategy to get right, and it is not a quick-fix solution. Make sure that you know what your audience is looking for, understand their pain points, and offer them the solutions that they need, and you will get much more from your content marketing.

The importance of AIDA

Most marketers are more than aware of the AIDA model. In the digital age, AIDA can be used to develop a more thorough understanding of the buyer journey. AIDA is an acronym that stands for:

  • Attention
  • Interest
  • Desire
  • Action

AIDA is a formula that has been designed to help guide customers through the sales funnel. Content marketing is a critical component of AIDA, as it can be used to attract attention to your brand, capture consumer interest, persuade them that they want your product, and then encourage them to take the action that you want them to take. Make sure that your AIDA steps are working. If your audience is consistently taking steps one to three but aren’t taking the leap to action, then that is a good sign that your content at the Desire stage is not working and will need adjustment.

Content marketing is not something that can be overlooked in the digital age. Make sure that your content marketing strategy has clear goals and that you have identified the most important KPIs, and your brand’s reach and bottom line will only benefit.