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Content Marketing is a marketing technique of making and distributing valuable, relevant, and consistent content to draw in and acquire a clearly defined audience – with the target of driving profitable customer action. It's focused on creating, publishing, and distributing content for a targeted audience online.
Why Content Marketing?
In fact, content marketing is employed by many prominent establishments in the world, including P&G, Microsoft, Cisco Systems, and John Deere. It’s also developed and executed by small businesses and one-person shops around the globe. If we remove the words valuable and relevant from the above definition of content marketing, we will just get other informational garbage that companies attempt to sell as “stuff” but these are neither relevant nor valuable. That’s what makes content marketing so fascinating in today’s environment.
Marketing is impossible without great content
Regardless of what sort of marketing tactics you apply, content marketing should be a part of the process, not something separate. Quality content is share of all methods of marketing:
- Social media marketing: Content marketing strategy comes before our social media strategy.
- SEO: Search engines reward businesses that publish quality, consistent content.
- Public Relations: Successful PR strategies address issues readers care about, not their business.
- Pay Per Click: For PPC to figure, we need great content behind it.
- Inbound marketing: Content is vital in driving inbound traffic and leads.
- Content strategy: Content strategy is a component of most content marketing strategies.
Content is important during each step of the marketing funnel.
There are three major areas of the marketing funnel that we require to contemplate while we’re developing our digital marketing campaigns. And content marketing plays a part during each stage of the funnel. Here’s where content marketing comes in throughout the marketing funnel:
- Top-of-Funnel (TOFU): At the highest of the funnel, our prospective customers are just beginning to become conscious of their problems. They’re also preparing to become aware that there are solutions available. During this stage, content can help educate them and help them acquire knowledge regarding the decision making of which type of solution might help.
- Middle-of-Funnel (MOFU): At the intermediate of the funnel, leads are evaluating their options for products or solutions. Content during this stage of the funnel is supposed to teach leads on what their different options are so that they can initiate narrowing their choices and come nearer to a final purchasing decision.
- Bottom-of-Funnel (BOFU): Once leads reach the lowest of the funnel, this suggests that they are all set to convert. Content during this stage is intended to offer a final nudge of encouragement to the consumer and empower them to make an informed purchasing decision.
fig.no.2.The smart content lifecycle(lyfemarketing.com)
Here we saw how content marketing plays an instrumental part through every stage of the marketing funnel and also which kinds of content work best to top, middle, and bottom-of-funnel leads.
Content Marketing for modern businesses.
fig.no.3.Contant marketing and modern business(lyfemarketing.com)
While there are many marketing methods that our business can experiment with, content marketing for contemporary businesses is one method that’s not only cost-effective but also highly result-oriented. Content marketing for new businesses can help :
- Establish and maintain a successful brand identity that our audience connects with.
- Gain a competitive advantage over competitors not using content marketing.
- Create a long-term, trustworthy relationship with customers and prospects.
- Position itself as a field expert or thought leader within the minds of consumers and competitors.
- Consistently generate more website traffic and better exposure to products/services without an enormous investment.
- Convert more website visitors into leads and sales.
- Achieve higher media visibility and a far better return on both, monetary and time investment.
5 Essential Steps to making an operative content marketing strategy.
Step 1: Define content marketing objectives.
Step 2: Know theaudience.
- Emphasis on the finest customer first.
- Know what customers truly care about.
- Have small conversion goals.
Step 3: Create Content for every business objective
Step 4: Aim to yield Shareable Content.
Step 5: Track Content Marketing KPIs
- Total Visits
- Bounce Rate
- Conversion Rate
Some unfavorable points of Content Marketing, that one may want to consider before planning their strategy.
- It can seem daunting and complex with a high learning curve.
- It may possibly seem time-consuming.
- Content marketing could be involving loads of diligence and might not be for everyone.
- Lots of creativity and diverse skills are needed.
- Often it can be difficult to manage and hard to attribute results.
In spite of the points mentioned above, the worthy news is that none of these may be a decent reason to not use content publishing as a part of our marketing strategy. Most of those cons are mitigated by the right personnel, controls, systems, procedures, research, and advice, and therefore the benefits are numerous. So if one is considering content marketing, then we would recommend beginning today.
By Ritika Zalke
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