Everybody is talking about it and more and more companies are jumping on board: Content marketing is becoming continuously more popular. What started as the simple idea of providing value as a form of marketing has become a movement that has taken the marketing world by storm. But what exactly is this new approach? How can content marketing be used for maximum impact? And how can it help you generate results? These are the questions we want to address in this blog post.
What Is Content Marketing?
Content marketing is a way of marketing where you provide content to your audience that creates value for them. It goes beyond more traditional approaches where you would rather stay focused on promoting your offering. This is achieved by using the expertise you have in your field to provide additional value for the group you address.
The benefits of this approach are broad: First and foremost, you have the opportunity to establish and maintain a relationship. When using content marketing, you are subtly expressing your commitment to creating value for your customers, even beyond the sole sale. Continuously doing so will strengthen your brand identity and eventually lead to top-of-mind awareness. By creating value with content marketing, you are actively establishing yourself as an expert in your field by sharing your expertise. Finally, the value you create will attract new potential customers. As they might have questions about your area of competence, they will be more likely to find you if you provide answers.
Using Content Marketing For Maximum Impact
Content marketing is all about using your expertise to provide value. Thus, the first step to take would be to assess your expertise: What are key topics related to your offering? What are the strengths and key competences of your company? And what are questions that might arise in relation to your product or service? Using these questions and identifying your companies’ area of expertise will give you a great starting point.
Having assessed the expertise you can share, you have now effectively identified the value you can provide. The question that comes up now is in which form you want to provide the content. Content creation is a process with many variables. However, the first elementary decision to be made is about the manner in which you want to share your expertise. You could share it in a blog, a podcast, or a video for example. The possibilities are broad and numerous. However, the best way to provide your content marketing will largely depend on two main factors: the resources you have available and the impact you want your content to have.
While the different kinds of content all have their own advantages and disadvantages, video tends to be the most advantageous when it comes to creating maximum impact. Why? Because watching videos is the internet’s most popular way to consume content. Consumers love to watch videos because it is the most comfortable way to obtain information. Captivating visuals in combination with an engaging voice over grab the attention and provide customers with an easy and entertaining way to consume your content. Thus, using videos in content marketing will maximize the impact this strategy can have.
As we have now established what content marketing is and how you can use it to improve your business, let us consider how exactly content marketing can help you generate results. Building a relationship with your audience and creating value for it, while simultaneously sharing your expertise are the key benefits of this approach. But there is more: Integrating content into your online presence is a simple way to significantly increase its attractiveness. Additionally, it allows you to improve your search engine performance, making it easier for potential customers to find you.
These effects are even enhanced when using video content. Many algorithms are actively encouraging the use of videos by placing you higher in the ranks if you include videos. Thus, sites with videos tend to rank higher in search engines like Google, but also on social media sites such as LinkedIn. This will expose your content to more viewers, enhancing the chance to reach leads. A broader audience will be made aware of your company and its expertise, effectively increasing brand awareness and strengthening your brand image.
This modern approach is an amazing way to create more value for your audience. Using it will help you broaden your audience and intensify the relationship they have with your brand. Take the opportunity to improve your brand identity and generate leads. Content marketing is becoming increasingly popular among marketers – and you too can use it to enhance your marketing.