Although content marketing is now spoken on every corner, it is not all companies. Whether it is your company and what goals it can achieve, read our article.
What is the purpose of content marketing
The main goal of content marketing – getting the confidence in the brand and attracting potential customers by creating and publishing useful information.
The key words are “useful” and “trust”. Boring text fails to get the emotional response from the audience, and trust is related to the character generated materials: educational, entertaining, anything – but not advertising.
To circulate not only texts but also videos, infographics, photos or both. Posts on your own blog or YouTube channel can be combined with publications on third-party sites.
Conditions of effectiveness of content marketing
- The need to create content regularly and systematically engaged in its distribution.
- Content marketing should be integrated into the overall marketing strategy.
- It needs not to sell but to establish with a potential customer emotional connection.
Content marketing will help to boost sales. It works in another way: by publishing useful information, you position yourself as an expert and stand out among competitors. You advance deserve the trust of potential customers to turn to you when they have a relevant need.
Beware of imitations: what is content marketing
Often under the guise of content marketing, the employees of advertising agencies trying to sell something quite different. For example:
1. SEO texts
Disjointed sentences, punctuated with key words, can not serve as a source of useful information. The only one that such texts might like, and search robots.
2. Freelance texts
They usually buy on the stock exchanges where the quality of work is lame on both legs. Often even a high ranking freelancers from whom you bought the text, does not matter – the output is the same slag, only more expensive.
3. Pseudology
They look like regular blogs, but filled with freelance texts (see above). When high-quality publications no, the blog of the great tool of content marketing turns into a junk-eating, money and effort.
And you really need this?
Content marketing does not fit all companies. First, it helps to increase brand awareness. And if the merchant is a premium clothing or furniture necessary, the regional office of the seller is likely not necessary.
Questionable effectiveness of content marketing:
- for b2b companies, which focus on long-term contracts;
- to advance factories, hospitals, hotels and some other subjects – it is unclear what the content they generate;
- for niches where there is a need to thoroughly understand the issue. Book on freelancing such texts are useless, and knowledgeable specialist, rather, and so loaded with work.
Content marketing needs:
- b2c companies that occupy niches with high demand;
- services and start-UPS, oriented on wide audience;
- Internet shops operating throughout the country;
- companies specializing in services and education;
- business with the potential of repeat sales.
The creation and distribution of content is a complex process requiring analysis of the preferences of the target audience and develop a long-term strategy. About how to do this, read in our next publications. In the meantime, see our infographic on how to circumvent the pitfalls of content marketing.
