CONTENT MARKETING

Connect the Dots in Content Marketing


A good movie, soothing music, or an epic poem, what makes them stand out?

Is it the characters in a movie? Is it a sound in music, or is it the words in poetry?

Imagine a movie without a good storyline, music without properly placed notes, or a poem without fine odes. None of these will be effective without valuable content.

'GOOD CONTENT creates CONNECTION.'

It helps in creating a strong link tieing the characters to the story, be it in a movie, music, or poetry.

'Of course, a bad movie without a proper storyline will surely top The Rotten Tomatoes'.

Content is King, as quoted by Bill Gates in one of his essays in 1996 predicting the future of the Internet as a marketplace for creating content as well distributing it. Yes, content marketing is surely proving to be a King in all forms of marketing. It is preceding traditional marketing and how! Today, with the rise of big data, content proves to be a vital element of any marketing strategy.

Content marketing is a form of digital marketing strategy focused on creating, publishing, and distributing educational, entertaining, or informative content for the target audience online of a marketer. Content marketing strategies vary with the audience's interests as well as the processes set by the content marketing agency. It deals with delivering visitors with quality content instead of playing brand awareness gimmicks. This is to avoid visitors' tendency to consciously or unconsciously ignore banner-like information and other page elements that they perceive to be ads. In the digital content marketing industry, this long-known web user behavior is known as Banner blindness. Compelling content will drive the customers and also create a long-lasting impact. Content creation is not at all, how you market is equally crucial. 

Content is the reason search began in the first place.

Lee Odden, CEO - TopRank® Marketing 

Content marketing examples exist everywhere in marketing. According to a study by Contentbird, 73% of companies have focused on content marketing strategies. Marketing content is extensively available online in the form of a blog post, videos, infographics, case studies, eBooks, webinar reports, whitepapers, interviews, social media posts, or even any other visual content piece. Companies try to create a content asset that provides value to their audience according to their buyer persona.

For example, the Smirnoff ad, with the tagline, 'Life's calling, where are you?' is in connection with our present-day busy life.

Here the 'tagline' in brand endorsement serves as the product's content marketing strategy. In a way, it was a successful content marketing stint all on its own. 

According to Demand Gen Report (DGR),

  • 49% of B2B buyers rely more on engaging content to research and make purchase decisions
  • 66% of B2B buyers believe that companies should make it easier to access their content

A content marketing plan if executed well does have some comparative advantages over other marketing like increased sales, cost savings, wider reach, etc.

5 must-try strategies for better content marketing:

  • Be consistent
  • Position yourself as an expert
  • Create brand awareness through a distribution channel network
  • Improve search engine ranking
  • Acquire and retain customers by providing a range of content type

Quality content is driven by traits such as uniqueness, information-oriented, reader-friendliness, structured, and free of errors.

In short, as a content marketer, your content strategy should be clear, compelling, and concise to reach your potential customer.

Content is widely ruling the markets today and most B2B marketers want to create an excellent content marketing campaign. A unique, high-quality, interesting, and relevant content contributes significantly to the success of a digital marketing company. Companies should therefore primarily think of great content prior to their SEO strategy or any other content marketing effort that they aspire to execute. Content marketing is becoming increasingly competitive, and so imparting the thought leadership concepts through content should be the goal of marketers.

Ultimately, in content marketing, the quality of the content offered will decide the level of your success. So, gear up and conduct a thorough content audit!

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