What is Content Marketing?

What is Content Marketing?

Jem Henderson

Getting to grips with content marketing will make a big difference to your website traffic. It’s not just about the words you write, it’s about coming up with a long term content plan that can help your business grow and thrive.

Content marketing is a fantastic way to engage customers throughout the sales funnel process. Initially, a good content marketing strategy will draw your audience to your site, engage them and get them to take notice of your brand. You can use blogs, videos and infographics to grab people’s attention.

Following up with people when they visit your site again or through reaching out to them directly, you can add case studies, email marketing and thought leadership pieces such as white papers.

Finally to help people with their final purchasing decisions, content should demonstrate expertise alongside encouragement in the form or offers, free trials and positive testimonials that help tip a person over from ‘just interested’ to ‘sold’, removing barriers that could be holding them back.

You can’t just start creating content and call it content marketing. You will need to identify who your audience is and how best to communicate with them. What are your objectives with your content strategy? By examining what it is that you hope to get out of your campaign, you can help build up your audience profile and work on creating content that appeals to these people.

Examine all of your channels and work out which ones work best with which forms of content. You should make sure that you are pushing high quality content out across the channels, using each piece of created work to its full advantage.

A report from the LinkedIn Technology Marketing Community, shows that 77% of marketers report that they plan to increase content production in the next year.

Creating good content takes time. You can’t just rush work out, you need to come up with a cohesive plan that builds up from a strong foundation and encourages readers to see more of your work.

Make sure that your content includes facts, statistics and information that are relevant and interesting. This keeps people coming back to your site and engaging with your brand. Don’t put them off with poor spelling and tortured grammar – make sure that every piece you send out into the world is honed and crafted beautifully.

Content marketing is a vital part of your marketing plan. It helps you break out of the shackles of content churn by identifying and targeting potential leads and ushering them through the sales funnel with well-written work that will make you stand out from the crowd.

You should examine all of your channels and work out which ones work best with which forms of content. You should make sure that you are pushing high quality content out across the channels, using each piece of created work to its full advantage. Measure the response to each piece and use the results to inform your content strategy further.

Jem Henderson

Author Jem Henderson

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